Based on the other responses here, and this other thread:
http://www.flyertalk.com/forum/south...l#post26366137
"presumably aimed at people who have not flown Southwest in a while"
I wonder if they're doing an A/B testing sort of thing to fish for which offer is more enticing to lure back former FFs.
It won't work in my case; when I flew mostly west coast and only occasional TCON I was happy to optimize for the former, but my pattern now is basically the inverse and probably one semi-predictable TPAC per year.