In this case I'm already on their email list as a blue member with my address in France. So as theorized above they are probably attacking the French market. If I send them a copy of my AF Lifetime Platinum card and my BA Gold, etc., I expect they would figure out that I'd be a good customer to have. And I've flown in EK F a few times in the past. Normally I would jump on this but it looks like I'll only be flying between the US and Europe for the next year.