While Starwood should be commended for having the wisdom to use this board to foster even greater loyalty, it wouldn't have made a bit of a difference if William wasn't William. His responsiveness, concern and humor make a difference and put a sort of "face" on the faceless internet. It is a feeling that it's hard to see in the many charts the article contained.
My guess is that he'll end up as Starwood's VP of Customer Service at some point.