I disagree that the value is low. For a company with significant travel from a non hub destination with long haul service, every deep discount international J ticket we buy is rewarded with an average of 150,000 points - the equivalent of 1.75 domestic coach award tickets. These book in U and are upgradable, unlike similar tickets offered by AA and UA, so we use them for trips on certain routes where tickets run at least $800+ on a regular basis.

Through the skybonus program, we get at least $1,000 in value back for every international J ticket we buy (at an average cost of $5,000). That, in effect, is a discount of at least 20% - a very good discount for a SME that doesn't spend millions on travel.