not sure it's just a PR exercise.

I've seen the email (friend got it) and if you click on the link, it says:

"Thank you for joining British Airways Future Lab.

To ensure that only invited members gain access to the community, please enter your email address below for security verification."

and on the log-in page it says:

"By logging onto this site you agree to the terms and conditions of Promise Communities.

You agree that:

You are a valid member of the community (and you are who you say you are)
You will keep confidential everything that you witness in the community including (but not limited to) text, drawings, sketches, photographs, models and the computer software itself
Promise has the right to use ideas and information that you put on to the community
You will abstain from downloading any copyrighted material from the community
You agree not to engage in commercial activity"


If it was PR rather than "selected few", why not open up to anyone who cares to join / participate?

So I wonder who / how they get selected.