I'm intrigued by You First. What is it for, exactly?

BA's website says

"You First is a service for those who have booked a flight in First that is operated by British Airways. You may also nominate someone else to manage your booking on your behalf by informing the You First team.

We’ll be happy to help you with:
- Travel queries
- Journey disruption
- Mishandled bags"

I've only contacted them once, to discuss what options I had following a bereavement. I would say they certainly weren't "happy to help" me. The woman I spoke to was rude and sarcastic and offered no assistance. I phoned the bronze line instead and got a lot of help; my flight was easily rebooked by them. So I certainly wouldn't contact You First for travel queries. I've read posts from people who ask for First menus in advance. I'm not that bothered by that because people on flyertalk post the menus as soon as they get them. So what do other people use them for? Are they just there for celebrities, or do they provide a useful service to normal First customers? Has anyone felt really grateful for their help, having used the service and, if so, what for?

My first First flight for donkeys years is coming up and I am minded to not ever contact them again. But did I catch someone on a bad day or are they always a bit nasty to deal with?