Sounds like you'll sign into your SkyMiles account to get this "custom" experience, which is fine in my book. Time will tell if seatback ordering actually improves the experience or is more of a gimmick but it sounds good on the surface. Being able to order a drink short of flagging down a FA would be nice. The "real-time seatback flight notifications" sound interesting. I imagine that could be used to provide information on connecting flights to passengers. That could reduce anxiety I've seen from some passengers on the status of their next flight during a delay.