This is almost certainly not approved by Apple PR, and is one of the rare instances where any information about Apple's internal operations are released to the public.
I would guess that Diego is about to be out of a job before Christmas :[
I tried the "request assistance" button in Apple's Covent Garden store a month or two ago, and it didn't work. No-one came, and when I asked a real person about this, he said they were aware someone needed help, but the system isn't able to tell them exactly where the person was. But maybe they've fixed it now...
I was hoping this would be a detailed look at how Apple implemented their buy-it-from-your-iPhone-using-your-AppleID-without-ever-talking-to-a-salesperson option in the Apple Store App.* I suppose it's in Apple's best interests to not reveal details of that system to would be thieves though.
* I used this feature when it first came out and found the experience pleasant, and was even prompted to flag down an employee and ask for a bag if I wanted (sure that partly defeats the purpose, but I did it anyway to see what would happen—I received a smile and a bag and a thank you with no hint of suspicion and no double checking of the receipt showing on my phone. I did have to enter the security code from my linked Credit Card.