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.
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.
You can text in situations you can't/shouldn't call, such as on the can or while someone is sleeping.
You may want to get quick business done in public place but don't want to annoy bystanders or have them listen in on personal information you may want to talk about.
Texting a question and waiting for an answer is waaaayyy better than sitting on hold listening to elevator music interrupted by "your call is important to us."
Title is stupid though.
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?
Lots of companies already provide text-based customer service (although usually as some crappy custom web-based thing, not SMS) and I often take advantage of it. It usually takes longer than calling, but it takes up a lot less of my attention and is easier to deal with, especially when I have to give or receive some long number or code.