For me, this sort of thing would backfire, at least to some degree. Then again, most business class travellers are on corporate tickets, so they don't really get a choice of the airline at time of purchase.
If I've been on a flight with the same hosties as this one, then I'd live for them to recognise me. This happened to me once on Virgin, but only because I did two flights in 24 hours and it was the same crew both ways. However, for a complete stranger to recognise me would be a bit creepy. Most business travellers aren't famous by any stretch of the imagination, so there's no non-creepy way that anyone would know who you are, unless they'd met you previously, or unless you were being escorted by a staff member and were on a list of VIPs or something (which again, business class passengers are not).
However... Once upon a time I flew BA First. I'd have loved for them to say "Is this your first time in First?", but they didn't because my BA Executive Club profile doesn't have that information - and it probably should. Of course, if I start flying first every couple of weeks, then definitely don't ask me any such thing because it gets tedious very quickly.
Also, it would be great for the hosties to know that I really love having a bottle of water (that's actually got water in it) throughout my flight. It's not much to ask when you're on a thousands-of-pounds ticket, but trying to convince the hosties to get me a fresh bottle if the happen to see the old one empty, without having them "over service" is something of an art form.
The sorts of tricks they're talking about here either should just be part of the Executive Club system (and so printed on the passenger manifest), or else they shouldn't be doing it because it's creepy. Of course, doing things that other airlines do would probably gain them more good will than all of this - you know, stuff like a lounge that isn't completely packed and maybe a car to take you home after you've been on your Business/First flight. A half-way decent airport and terminal (ie. not Terminal Deathrow 5) would be a bonus, but given it's their centrepiece I don't suppose they'll do anything about it. Trouble is, BA just don't "get it" so we can expect more tricks and less substance for some time.