This is pretty cool. Choreography was key to make sure they never flew in the turbulence of the A380. The A380 is an amazing aircraft based purely on size, but it breaks no new ground technologically and has sold quite poorly. For what most airlines want, the A350 and 787 are a better fit. Emirates airlines has made a huge bet on this aircraft hoping they can create a luxurious experience that customers would be willing to pay for. The point of this publicity stunt is to attract peoples attention to the A380. Otherwise you could have just used a smaller Gulfstream jet to accomplish the same thing and save on fuel.
My question is, with the A350 coming out, is there any need for the A380. Emirates thinks there is, but does the public even care?