Did they see a need based upon incidents that occurred in their Helicopters.....or are they just trying to be proactive in advancing helicopter flight safety in general?
SAS, I'd say the two are linked. The pilots generally are at the bottom end in the experience ladder and naturally prone to having undesirable events, Frank has responded by being proactive in acknowledging their lack of experience. I see it as similar to the "Lycoming Flyer", which educates pilots/maintenance on their engines.