Very nice. This is something clearly aimed at taking away market share from WN, given what can be horrid lines for TSA at Terminal 1.
Whether it will succeed or not is another question given the traditional dominance of WN and UA on this route, but a true "Shuttle" product as this seems to be might just work. Free good beer and wine won't hurt business either. Just a shame that the notion of offering something a little different and better for this didn't extend to the Sky Clubs.