Roping off the regular lane is new for Delta, too. It does seem to be an improvement over the original Breezeway process.
While it does seem to be a bit overly formal on the surface this may be DL's way to accomplish a couple of things:
1. Make it clear to non Breezeway customers that there really is a policy in place here.
2. Remind the GAs that Breezeway matters.
Overall I've noted that Breezeway is being implemented more consistently/formally over the last few months as well - good job DL.