More importantly profitable revenues. The airline industry has been on this bent for awhile starting with Y and now it is creeping into FF programs and premium cabins. Management goes by what the 25 year olds with their Excel spreadsheet says. Gone are the days of iconic mid level brands. Like many other areas of consumer spending, the top spenders will continue to reap benefits. For everyone else its more and more of "Wal Martization" of the world. Is hard its to believe someone used to pump your gas, clean your windshield and check your fluids. FF programs, particularly the elite part is going to get much less generous for most FF members.