I book most of my husbands travel. He is at about 20 years with Marriott and got Lifetime Plat. about 2 years ago. (nights were his lagging stat.). I find little change in his desired stay pattern except that every year he becomes MORE insistent that his stays be at Marriott. Of course there are exceptions if a specific hotel has been particularly unwelcoming. I agree that Marketing got it right by requiring a longstanding relationship to earn longstanding benefits.