So let's say you're an expert bridge player, and you've chosen not to play that night but instead are watching a friend who is also an expert. And an experienced pair who still haven't learned to play sit down and badly bungle a hand. How many friends are you going to make by saying "You should have played the ace of spades before playing a club?"

My new boss flies home almost every weekend to see his family, an 800 mile AA nonstop that costs him $700 RT. I think he also has a half-million BA points saved. Of course I mentioned to him that there is a (VERY) sweet spot for using BA points on short, expensive, AA nonstops. He doesn't seem that interested, and I guess I should be just as happy that he's out there making deals to make the company successful and pay my salary, not wasting his time booking award flights.

So there you have it. Not everybody wants to be an expert on everything, or even invest the time to save money. Some people would rather buy the golf clubs with points and work on their golf swing.

As for the father who flies coach, again, everyone has different incremental values. I have a friend who retired at 45 with a mid-seven figure net worth, who thinks that J and F redemptions are pointless. He flies at least 2-3 times a year from SFO to Asia or Europe, and he says he has no trouble sleeping like a baby in coach. For me, it's the differene between going and not going. What can I say, everyone has their own set of priorities.