Messing around with the elite/awards structure is in no way restricted to the airlines.

Just a few years ago, Marriott offrered this:
Marriott Rweards Member: 10% bonus
Airline Partner: 25% bonus
Car Rental Partner: 20% bonus.

Add it up. Even as a a Gold (bacdk then, lowest elite) you got 155% on your stays. Comapre that to now...as a Platinum, you get just 130% bonus. Worse for Silver and Gold. Plus, Marriott regularly had double points promotions. No selected properties, if you stayed during that period, you got double points.

No more.