Can Empathy lead to the Voice of the Customer?

This post has been on the drafting table for a couple of weeks now as the concept of Lean Six Sigma in an airport environment continues to push my mental-gymnastic abilities. It started a couple of weeks ago when Dubai Airports announced on LinkedIn a new policy to reject at check-in baggage that lacks a flat surface. 

I understand that the airport company must be seriously concerned about mis-tracks and other baggage handling system issues that result in delayed and lost bags. But in reading the announcement, I couldn't shake the feeling that something was missing in this decision and after much pondering, my thoughts have centred on the concept of Voice of the Customer (VOC).