I don't think they know what they want to do with the programme anymore. Clearly, no one is redeeming for gift cards, which is why they are offering all of these bonuses to purchase gift cards. They've also ratcheted up the price of UA miles by 2000 in a year. Now, with the introduction of "cash back" next to the point price, it seems like a fundamental change is in play. I think it will eventually turn into a cash rebate programme because of the reduced costs. 2014 will be an interesting year for sure.