Air New Zealand Air Points - Concierge service? What is this?

ANZ has announced a new concierge service to start in May. Anyone know what this is/what we can expect? Is it just a glorifed purser telling us the best restaurant in town?

I just googled "Air New Zealand concierge" and got several results.. including a NZ Herald article.. announcement was made Dec 2007..

Article provides some details.... the one that leapt out at me was the "help with disruption" line...