I've been an AAdvantage member for 11 years and have used my rewards for 1 coach ticket in the US and 2 F tickets to Hawaii. You're right that I don't fly F often and I rarely use *any* incentives ... so why not get a great incentive on those rare occasions?
edited to add: Delta/NWA flies out of my home airport and American does not. Makes more sense to switch for that reason, too.