What another_shot said. In addition, while I don't have numbers on hand, I'm pretty sure the last 12 months have seen a decline in the number of EBGs anyway, so even with this offer there won't be a significant net increase of EBGs - if there is an increase at all compared to last year.

Seems like a lot of airlines are looking to bolster the number of shiny-card pax they have. Lufty, AZ and VS all have or have recently had get-status-quick promos.