USAirways - is this efficiency I see?

All I have to do to sign up for the Dividend Airlines Club is send my name, e-mail and zip to an SMS number.

Is this actually efficiency? How cool. And how impressive.

Now, how come they can't make the rest of flying efficient?

SMS - fast, universal and technology my mom can master. It's a winner. I'll definitely be keeping an eye out for creative ways to use it.

--Ben