SAS values with all the people who see themselves as true travelers.
Those who are not satisfied with getting a transport from A to B, but want to travel for real and see it was a way of life.
One symptom of a true traveler is that they are well traveled and identify themselves with being part of an international world. One symptom is therefore that they dream in foreign languages.
Flying with SAS is joyful and relaxing, which means that you can dream away, in foreign languages.