I've got to say I'm finding this thread absolutely fascinating. One of the world's leading first tier airlines apparently implements yet another innovative initiative, one that by it's name suggests high-performing staff interacting with it's first tier customers, and neither the staff in the role, the staff around the role, nor the customers know what it's about?

For me the classic line is this one;
To the contrary, what FT type pax in particular have to lose is faith. And what Air NZ has to lose is credibility. Both of those are significant elements of a customer service campaign.

In the absence of this entire thread really making any kind of sense, I'd almost guess Dogs_Ears_Up is taking the p**s