They do really focus on customer service - one thing that Disney does really well. If you look at it, it's a very expensive way to spend a week, so they give you the little things that will make you happy.
My daughter lost her hat in one of the shows at WDW - I went back to the crew member at the back door of the show, and he let me go look for it as the next group was getting out. When I didn't find it, he pulled out his comp pad and provide a hat from any gift shop, free of charge.
My daughter *loves* that hat, even two years later. The little things they do make the visit to their expensive parks much more enjoyable. This kind of program will only help them make sure people enjoy their stay.
And it's a service that you're paying for - so you've decided to participate at the first, even if you opt out of some of the more intrusive things.