I almost always find myself strolling down past each check-in counter, looking for the shortest line on the way to immi/security and going to where I don't need to wait. J or F check-in counters...all the same to me.

So to me it looks like EK made it more work for their most valuable pax?

The last thing I want is some elaborate check-in experience where I sit down, wait for a cup of whatever, and go through the motions..
The number of times at AUH I have been encouraged to take a seat and asked what drink I want frustrates the crap out of me.

Kudos to EK for the visuals though - looks great!