O and T fares are good value for money... anything above starts to be bad. EBG makes me choose SAS more often due to fast track and good lounges but what makes me choose SAS as an EBG is the advanced seat assignment. I can secure emergency exits on all of my European flights and this has a very high value for me. If they had 100% points on most M fares, I could choose SAS more often, since I get "additional value" for the money, making it easier to get EBG, with these perks, rewards more often etc...

As an EBB, I had the feeling that SAS transports you from A to B with no frill, no food, no drink, no points, like all their competitors even though their competitors are more expensive. Not a good incentive to be loyal and I was not flying SAS unless in desperate situations...