Exactly, and matches pinniped's comments. When one takes into account all point sources, elite benefits, awards, etc, most of the big hotel chain's programs end up in about the same place.

While Marriott may be the best at the earn/burn ratio, SPG is better for room upgrades, etc. Each one has their own areas of strengths and weaknesses. And as a customer, I look at my travel/stay patterns and at what matters most to me (hotel consistency, suite upgrades, free stays in large cities or small cities, international presence, etc.) and then choose the stay program that benefits me the most.

Right now, I'm focusing on SPG, but Marriott has given me Lifetime Plat status, so I'm never too far away and will eventually fall back to them. Priority Club is a good 2nd program for me at the moment due to the volume of bonus opportunities (and SPG's focus on stays rather than nights. And given there is only one Starwood property where I'm traveling to right now.) Next year, I will relook at all the programs, my planned travel for the year, what vacation plans the family may want and then choose which program(s) will best fit me.