Although joining e-Rewards is free, you do have to be 'sponsored' by a third party company with whom you already have some relationship.

Your sponsor defines which rewards are available to you under your registration; if you were sponsored by Virgin then your only airline transfer option will be to VS. The same goes for bmi and, of course, if you sign up because you've received an invitation from British Airways, then BA Miles will be your only option.

However, the e-Rewards website isn't quite sophisticated enough to match up some of the flash imagery with each member's specific profile; accordingly, though you may be a British Airways-sponsored member, you may sometimes see KLM, or bmi, or Virgin etc., logos floating across the page.

Tantalising they may be, but out of reach they most certainly are too!

You can only have one e-Rewards account per email address by the way, though I'm not sure if they de-dupe across other name and address lines too, or not.