As has been stated earlier the term SLF probably originated in the military where people are nothing more than freight that needs to be delivered from A to B. Its use in the civilian sector by CC and others is simply a way to make themselves feel superior and belittle the passengers. Personally I do not care, if it keeps them amused so what.
You start well but fade in the straight. Unless you're into self flagellation, why would you spend hard earned money to be belittled? Seems to be
de rigueur with former state owned carriers - see
Choice airline consumer survey | Australians name worst airline