I think It's got some value for the European traveler. Dubai and other middle eastern countries are quite active in promoting their shorter holiday vacations - leaning heavily on the flight experience being part of the break.
Their underlying advertising pitch being, Why spend on a mediocre holiday when you can have a five-day luxury business class break and that's appealing to business men/women and couples alike. I'm not going to guess $ value on this one, forgive the pun, But it's a little too much up in the Air for me