I'm just speculating, too, but the description of the software indicates that it will "identify where customers are encountering problems and report back to web staff in real time"...wouldn't it be nice to call AA.COM customer service and hear them say, yes we saw that problem happen and are fixing it now?

Or for them to not have to wait for 1/10th of 1% of all disgruntled customers to contact them enough times to realize hundreds of people are having the same problem?

It may be that AA.COM made a fundamentally flawed architectural decision some time ago, and nothing short of a total site redesign will fix it (which would piss off its own share of customers who are mostly satisfied with the site and will miss what they "know"--can't win for losing, you know)...or they have a basically appropriate and adequate product that they have implemented poorly, and can still work the kinks out of.

This might help them do it. At least they are trying. This service can't be free, so they obviously are trying to improve customer satisfaction(and, btw, I've seen some of the improvements suggested here show up lately). Let's see if it helps.