Owning land in Scotland makes you the Laird, not a Lord; it neither ennobles you nor entitles you to use Lord. However, these souvenir plots are not registrable under Scottish Law meaning you do not legally own the land. Accordingly, you do not legally have the right to use the style Champignon of [territory] (the correct form of address for a Laird who is never referred to as Lord anything). The internet companies that persist in “selling” these plots do so in full knowledge that the sale is prohibited from being registered, that registration is a requirement of lawful ownership, and that the Lord Lyon King of Arms has stated that such ‘sales’ do not confer the status of Laird. They are essentially fraudulent as is the use of any supposed title resulting from the ‘sale’ although the latter is usually through misconception rather than intent.

Personally, I have found that I do sometimes get recognition from BA for holding a (hereditary) title of nobility but this is not necessarily consistent and I would not necessarily say that the recognition translates to better service, it is typically that I merely received the correct form of address (or an attempt at the correct form of address even if the crew member gets it wrong) and a personal welcome from the IFM/CSD despite being a lowly Silver. The title does appear on my boarding pass however.