If an airline offered to send your bag directly to your place of employment or home so you didn't have to wait at baggage claim, would you pay extra for this service?
Some airlines are betting that you will see the benefit to this service and others provided for your convenience...
Flying just ain't what it used to be! Once upon a time, it was an event. You felt special. Now, with soaring airline ticket prices and security check in lines, it's more like feeling like a cow that is being herded with a zillion other cows. Can you say "Moooo?"