I think it’s part of the FT mentality of getting lots and lots and lots (i.e., long haul F rewards) for very, very little (credit card applications or flying we do for work).

It’s about getting something we couldn’t normally afford or couldn’t justify purchasing. Sure, I have the money for a bottle of Dom, but I wouldn’t spend it on that. Getting it for free on an award ticket though? ^

Getting a little of the high life without paying for is a big part of FT, IMO.