Whether you get an OS, LX or LH branded card solely depends on your country of residence and not on which airline you fly mostly. So I reject the notion that there is a different value to differently branded cards. Makes no economic sense. For example in the UK, LH is responsible for issuing cards, but I fly mostly LX. LX's actual ownership aside, am I worth more to LH, and less to LX, because my plastic shows LH's logo? No, the only reason is to respect local feelings (by not having a big German company's logo on a FF card in another airline's respective "market").