Oh gosh. I hate to admit it, but I'm one of those once-cheap "rising stars" who has been somehow upgraded, massaged, and spoiled into spending more money. Last year I actually spent my own cash for a business class ticket. Who'd a thunkit a few years ago? I should probably turn in my flyertalk badge!

I'm very loyal, and if I am allowed to book someone else, I always do it on "my" airline. This is in hopes of such things as being able to get an upgrade for them, being able to get them into the lounge, and so on.