I couldnt disagree more. I have lifetime status with UA and QF. Being based in SIN, I have plenty of options to travel to the US. I choose UA because I want to continue to maintain my 1K status, earn my Systemwides and the 100% mileage bonus. Because I am a Million Miler with UA, whatever status I have in a given year, my spouse has the same. (ie I have 1K, she has 1K)

With QF, while they're not my preferred airline to Aus (mainly due to price and quality) I still spend a significant amount with them - and have since I earned my lifetime status with them around 10-years ago. My lounge access, priority baggage, priority check-in are all important factors.

Your argument seems to assume that once lifetime status is achieved, everyone will stop flying. My experience is exactly the opposite. If anything, you become more embedded to the brand.

Seth Godin, a wise marketer recently wrote on his blog "It's hard to love the brand if they dont love you back".

My view is that the current Skywards structure is very myopic. No incentive at all to continue to fly once you hit 50,000 tier miles. And that is entirely their right to design the program as they see fit. I dont believe though, as EK expands and looks to build its loyalty program, that the current thinking will deliver a competitive offering.