To the OP... I agree completely.

Between the unreliable and somewhat random nature of IKK and (for me) the weak 2 MM reward (gifting E) the lure of obtaining Super Elite has certainly diminished considerably.

Air Canada is losing a significant portion of my business because I would rather be middle tier on several airlines than top tier (SE) on Air Canada.

Make IKK a real benefit again and / or improve the 2MM reward (i.e. Lifetime SE) and AC would get ALL of my business.