Originally Posted by Tim1975

Isn't the problem with lifetime gold (or silver) that once people earn it they might decide to switch to another aliance to try and get status with them as well?

I am currently loyal to BA and working my way up the status with BAEC helps drive that, but once they gave me a lifetime gold card, I would feel set-free to book with the most convinient or best value airline without any longer worrying about tier points etc. It would be liberating!