The question for the CEO is whether or not this would generate worthwhile publicity for JetBlue. For example, if Good Morning America brought their camera crew

The question for the CEO is whether or not this would generate worthwhile publicity for JetBlue. For example, if Good Morning America brought their camera crew to the coffee shop, then it might be worth it. But then again, if they offer these guys special favors which they document on their website, everyone who has the JetBlue pass will probably expect the same. Because of this, I don't think that JetBlue will give them any special favors.