I just wrote an email to a friend of mine who is a Senior Check Airman at AWA. I asked several questions; about when the no SIM interviews are starting, about the Golden Referral Program (whether you can still write a letter for someone, in addition to using the form for someone else) and about whether a letter from someone in another department will carry weight in the pilot group. I will let you know if he has any answers.
Several years ago we had a similar program to the Golden Referral. (might have had the same name) While I have no first-hand knowledge of why they decided to implement this, I can take a stab at it.
Anyone that you refer to ANY company should be taken very seriously. They are probably trying to stop people from referring someone that they really do not know. With this new program, I think they want you to really consider the person you refer. I only referred people that I know would not cause problems, that had a great work ethic and would fit in with the company. I always believed that the person would be a direct reflection on me. (I am NOT saying this is the case; just my personal belief.) So, now, they are forcing you to choose carefully the person you want sitting next to you or your fellow crew members.
On the flip side, be careful of the person you ask to sponsor you. Check out their reputation by asking other AWA pilots if they know the person. Judge the reputation of the person by how they respond. (Do not just ask one person; as that person may have had a run-in with your sponsor.) There are problem people at any company and I know I would not want that person to sponsor me. I am talking about the people that are always very vocal, complain about everything, are being written up by fellow crew members to Professional Standards, etc. Having them on your referral form might not help you, but hurt you.
BTW, if multiple people have not heard of the person, that is a GOOD sign!

The more someone runs under the radar, the better in my opinion. Likewise, if someone is very helpful, has crew members that say they are nice to fly with, etc., that is good also. Just be wary of a bunch of negative comments. I flew 1st FA position almost exclusively, so I know many pilots. There were the people that I just loved to fly with and there were a handful that I did not.
I am sure this is all common sense to everyone, but I thought I would try to shed some light on this. I will let you know what the response is from my friend.
Kathy