I can see this squarely aimed at my (75+ years old) parents.
They fly BA once a year or less long haul from MAN in business so rack up avios but not enough to do anything meaningful, at the moment just the odd MAN-LON redemption which can be a cheap route anyway if they can book far enough in advance by cash. I have tried to advise them on other uses but they are too independent to let me control their avios and too detached to want to take the time to look into it themselves.
The fact they can't book seats together always annoys them and makes them fly other airlines direct from Manchester on their other 2 or 3 holidays a year. BA is their last choice partly because of seat fees and they have little to use Avios on - so this could make a difference. I can and will tell them its not the best use of their avios but I suspect they will look at it very differently....