It's just a survey, many of them don't become anything more than that, as has been the case on the last 2 in the last 12 months.
But yes, they are getting info on what services some would like under a subscription, what they would be happy to pay and what services that might include, such as more Velocity Points, more Status Credits, Lounge Access, Econ X, Fly Ahead, food on board, etc etc.
