I agree that this was a definite differentiator Marriott had, but I suspect that they are hoping to pull in a few more stays/activity from folks that otherwise wouldn't throw anything Marriott's way otherwise. For example, maybe it might drive someone to at least give Marriott one night a year or similar just to make sure the account doesn't get deactivated. At the very least, it may cause folks to at least "think" of Marriott every now and then if only to make sure their accounts aren't expiring. And if someone is "thinking" about Marriott maybe a few will ultimately act on those thoughts.