Big KISS in Korea

This week work brings me to Korea again. When you arrive at immigration at Incheon Airport outside of Seoul you are greeted with a big KISS. On the numerous Samsung flat screens and on signs everywhere is says KISS. It also says that here at immigration is where Korea greets the world. That's nice, but aren't they going a bit too far here?? I know that Koreans are sometimes very friendly... As you come closer though, you see that KISS is short for Korea Immigration Smart Service. Aha, I thought, and immediately tried to figure out what this really means. I still do not know. You still have to stand in line forever and have your passport stamped by a grumpy immigration officer. So what is the smart service? Are the officers extra smart? Have the Koreans come up with a revolutionary immigration system that is supposed to be extremely efficient? In any case it is invisible enough for the common traveller and is that why they need all the signs...?