I get that it's a catchy title and all, but give the airlines a chance here. This seems like a genuine attempt to provide better customer service and we should applaud companies for actually bothering to try.
I'm all for better customer service, especially as a customer. But I question the motives - is it a way to improve customer service or is it really just a shroud to help cut down on the "social media dirty laundry" posts? As much as I applaud the idea of quick issue-resolution via text, I don't think texting will actually solve 90% of the issues customers face.
Real-world example: Trying to drop bags at the counter, there's a huge line and not enough stations open. Flight is boarding in 30 minutes. Which would improve your chances of getting some help at the counter: SMS or a Facebook post?