^ and +1 for the idea that Starwood should provide some sort of recognition based on revenue, profitability, or some mix of the two that Starwood deems appropriate.

However, I don't know that Platinum status is necessarily the right way to do it. Like others have mentioned, the Platinum qualification seems fine to me. Maybe this is where the Ambassador program is headed down the road, I'm not sure. However, it would be nice to have Starwood recognize the $30K - $40K that I'll likely spend this year as oppose to a Platinum member that qualifies with 13 stays at the 4 Points at $95 per night with a double stays promo.

I know there are a number of forum members that like to tout the argument that the Platinum-lite described above won't take my upgrades because he's not on the road the way I am. However, at some point in time, we're both going to be redeeming out points at top destination properties for a good vacation - that's when I want to be above the rest of the Platinum crowd. I think spend and profitability is a great way to make this separation.