PMMMDL, what is your definition of a small business? How many employees?
I for one might be considered a "SBO" as I am a medical doctor and am paid via 1099 for my services. However, I do not consider myself a SBO. I am an individual who pays for my own travel for the most part. I get a few trips ~2-3/yr reimbursed which account to , 7% of my flying miles. The rest are all personal trips.
I don't think that most FFs are SBOs at all. People who pay attention to their FFP are more likely in business at any level, but the majority of flyers on any plane are often without even a FFP # for that airline.