Hmmm! Very interesting concept, presumably aimed at the elite corporate market who might otherwise fly mainline First Class but are becoming cheesed off with long check-in times and other frustrating delays caused by the lesser mortal majority in their midst.
Makes sense, and much cheaper than buying your own GV I suppose.
I think I like it. Hope my outfit follows suit in due course. Rather fancy the sharp end of a GV and the proposed routes.