I remember driving my ex to DXB airport for her final day of business class upgrade training. She was being tested on all the procedures and verbiage of welcoming passengers aboard, so she role played with me. It was unbelievably overdone. All the things she is supposed to say, newspapers she is supposed to offer, and help with my seat she is supposed to provide would drive me nuts if they actually did that in real life. There is a line between not good enough (ala US carriers of the past) and overdone...but I suppose most of Emirates passenger base tends to like that level of attention...