In my first few travelling years, I've always been booking through priceline. The price is what matters most to me, since I spend my own money. What i didnt like is sometimes doubtful quality proprties priceline occasionally thew in.

Last year I found out that priceline is not that good of a deal, and it is possible to pay the same money and book directly, and I still pay the same money, using certain rates and taking advantage of certain promotions. If there were no promotions- i wouldnt be booking directly. My wallet and my future is what matters, not some myphic loyalty. Starwood is a business. I bring my business to them if it makes financial sense to me. They offer us promotions in exchange for us bringing our business to them. Win-win.
No promotions-no business. Why would someone want to spend the triplpe rate to book directly? For free internet? Please.
Corporations dont care about loyalty, they're in it for a profit.
Something's wrong with your stay that's not covered by "policy"? You're angry? They dont care.
Customer service representative couldnt care less if you threat them to move to another chain - there isnt a paragraph about it in the policy.
That being said, as long as our relationship is mutually satisfactory, we're happy. When its not - we're moving on.
Loyalty? I'm loyal to my family, not to a hotel chain.