Just at data point on how crazy all this is:

My 77 year old father, who has never had any status on any airline, will probably reach Plat after a TATL trip in October. He flew to Asia on an M fare (and upgraded) during the triple mile promo and just got some bonus miles (I think 10K but not sure) He did a beer run with me to Prague in March and will do another beer run to Germany (not Oktoberfest!) with me in October. Plat with 3 flights.