Although passengers will still have togoto the bag drop area at Heathrow if they are carrying any excess luggage, the service will help business travelers know they have a seat guaranteed before they even get to the airport and also be aware of any last-minute delays.
Some will say that your lifestyle of excess over the years led you to this point, and that it's lazy togo under the knife to resolve such a dramatic problem rather than bear down, hit the treadmill and do it the hard way.