I think you're missing the forest for the trees. It's not about form and design and company direction, but rather to just illustrate a simple use case. It's metaphorical for the situation in which many people nowadays find themselves: lost amongst a sea of apparently similar-looking people in a noisy environment. Think of an airport, for example. Of course, having it be Star Wars themed and presented in this short story form makes it cohesive and fun at the same time.