Arrived into T3 two weeks ago, massive International immigration queue, tiny EU queue, but no one in Iris - decided to give it a try (as I hadn't used it on some previous trips), and hey-presto, through in seconds!
I think it's brilliant. ^
Shame Virgin lost my bag AND kept me waiting while all the other bags came out before announcing the delay.

It has, however, since turned up and I apologise for mentioning Virgin on the BA board - it would have been BA, but they had no redemption seats from anywhere useful in the US to the UK!