Think you have to remember that both EK and Dubai appear to be hemorrhaging cash at the moment.
I reckon this is just an attempt to reduce costs.
As stated the devil will be in the detail, but I doubt the Ts& Cs will be anything like current poor standards, they will be worse. Also I would doubt there will be discounted firm tickets included within the deal, therefore comutting will be out of your own pocket.
Let's see what they dangle in the water as bait with the package, could do with a good laugh.