I believe strongly in the SOS program. It allows us to recognize those that go above and beyond and show them that we apprecaite the job that they do.
Most of the flying public could care less about the airline employees. A few months ago, I asked how many people saw their fellow flyers thanking the employees or even saying "please." Being a FA (or even working for the airlines) is a thankless job.
I have used the certs on many occasions -- and the recipients are very happy to get them. One was for an agent who stayed on the phone with me for an hour to ensure that I got a refund on a fare (purchased tickets for $550, net fare sale for $300 -- he made sure i got the $250 refund). I have used it for the flight attendant who was having a rough day (having been yelled at by a fellow flight attendant) but who kept smiling and making sure we were all happy.
It is a good pat on the back for those that sometimes get forgotten.
--Jim