Because they need to do something to show that they love their best and most loyal customers. BMI have obviously chosen to do so by offering their gold customers free food and drinks in P.

In a market of free competition SAS is my airline of choice because there is many things I like about SAS (like Y+ on IC, the schedules and more). However the bad parts start to outnumber the good parts.

And yes, I do actually like to hear the Scandinavian staff when I'm a long way from home. But it's far from the top of my list when choosing an airline.