They want to spin off Aeroplan as a marketing-loyalty programme and use the E and SE levels to identify the top 15% and 2% of their customer base. If the number of members in either category slips, they will look for ways to make it easier to qualify. That's why they had the Q-mile promotion last fall after September 11th, and then lowered the SE threshold at the last minute.

However, just because they have these categories doesn't mean they have to offer any significant benefits. They are far more interested in the marketing aspect of the programme than the loyalty aspect.