They believed their own BS
My experience goes back a few years, but SAS had a tendency to come up with marketing ideas they couldn't live up to:
The "Businessman's Airline", when their 767s had the worst longhaul BC seat.
The "Destination Services": one could fly from e.g. Trondheim to Bangkok via CPH and leave one's heavy winter coat in storage there.
Change of plan: return flight is now via Stockholm. I still wonder what they did with all those coats.