Well its not quite true that "ANY frequent flyer program counts a "segment" as a flight for wich you require a separate flight coupon. Regardles if is a conecting flight /one way / round trip......."

QANTAS FF credits Ansett NZ connecting flights made on the same day as a single segment regardless of changes in flight number or different flight coupons.

They can define it however they want but once they have defined it in there program guide (as LatinPass have) I don't think that they can then use the term in one of their promotions and rely on a different definition. Personally I don't think that they are trying to change the rules I just think that they haven't set things out clearly but that is not unique to LatinPass - Oneworld's promotion was equally lacking in detail and open to misinterpretation.