I'll admit it, I just paid the $20 to try out EarlyBird for a roundtrip I've got in October. It was never worth it to me to pay for BusinessSelect since I tend to not drink on the flights (and now have drink coupons anyways), and I'm not an A-lister. The $10/flight means I don't have to sit around a computer or my iphone trying to hit T-24 exactly or forget, check in an hour later, and get a high B. It's a good price point for it - if it was even $20/flight I probably wouldn't bother, but $10 is low enough to make it worth not worrying about checking in for me.