Deconstructing the meaning behind FF programs is a relatively simple thing to do. I'm sure we have all seen several similar articles in the mass media over the past few years (Wallpaper* two months ago comes to mind).

The collection of FF miles and status has parallels with the joy/frustration we experience in shopping the retail sales - a modern day manifestation of the hunter gatherer instinct. Does this awareness mean I am likely to stop collecting miles? Probably not. The responses posted thus far show that most people, on this board at least, participate in the programs with their eyes wide open and have fairly pragmatic reasons for their "obsession". In my own case I've been able to provide free travel and upgrades for myself, my family and friends.

I enjoy the intellectual discourse but I object to the judgmental overtones contained in statements like "... can you imagine putting the time, money and energy into some other endeavor that not only gives you a sense of power, status, and security, but also puts you on the path to creating something of lasting value?". What objective yardstick does Richard Brodie possess that can measure value? Of course, the only yardstick we can use is our own.