Considering the low margins they make flying us where we're headed, airlines are smart to seek other sources of revenue through travel-related merchandise.
Alitalia can always introduce brand new cabin structures when it's profitable, but it's the customer experience improvements which should make the real difference here.
The program is advantageous to travelers and to national security, but this “blue seal” CBP approval could make certain routes and hubs more popular than others. No doubt, both airlines and airports take note of this.