This is what I totally hate. Its just so classless. Constant upsell, contantly changing prices for the upsell, this airline has no respect for those who have kept it in business and provide the constant load to make staying in business possible, and appears to not understand the long term impact of every communication asking for more money. Never a thank you, always a "buy miles, buy an upgrade, buy elite access, buy e+, buy it now or someone else will."

No major airline has ever been this out front about selling everything and doing so dynamically. If (as it appears they are not) many HVFers are gone and stay gone, it may be a cautionary tale to other airlines. [noting AA and DL have taken the opposite approach, and US says they will do as AA has done.]