$30 is a bargain for this card given the value of an SPG point--assuming Starwood doesn't feel it time to once again "enhance" their point levels. However, I still get a little miffed that AmEx does not charge an annual fee for their HHonors card, but feels as though they have to for the Starwood card. My guess is that their HHonors card cas to compete with the Citibank HHonors card that does not carry a fee. Yes, I know that you earn an additional point with the AmEx card, but acceptance of AmEx over Mastercard is also an issue.