The programs are about loyalty. And loyalty equals $$$ over the long haul. I learned to look at my customers in terms of how much they will spend with me over a 10 year period of time. It might not seem like much on an annual basis, but it adds up over 10 years.

Randy is absolutely right on re: the Amex Black card. I'm glad UA did not sell out for this deal.

DG1: with very minor exceptions I agree with your boarding process. My call order:
First class (including upgrades)
Top level elite
All other elites
Coach from back to front.