They already do this to a large extent. When you're in business class or higher (this new policy only applies to Business or First) the air hostess already know

They already do this to a large extent. When you're in business class or higher (this new policy only applies to Business or First) the air hostess already knows your name, where you're sitting, etc and greets you with "Hello Mr. Brackin". The only difference is when getting on the plane they'll know what you look like and can greet you, point you to your seat and apologise about any inconveniences on connecting flights. BA aren't very good at explaining technology evidently, it's much less of a big deal than even they're making it out to be in my opinion.