I'd say this is mostly for those who aren't as well versed in the airport lifestyle as GS members are (and probably most premier members).
My parents, for one, would be ideal candidates for this. While they navigate airports ok right now, I can see a time where this kind of service could provide me a piece of mind when they travel. I've already tried to make myself available whenever they're flying to walk them through check-in, security, to the club/gate, ensure they get on the flight, as well as be 'inside the same airport as them' in case of IRROPs so that I can speak 'airline lingo' to the agent.
If I can't be there, it would provide immense piece of mind to book a service to ensure someone else is.