Called Amex about when to expect points posting on my Biz Gold (just to confirm the 8-10 weeks) and the rep kept on repeating "since this is the first time you've applied for this card..." I asked her the relevance of this and she replied that since January 2016 the bonus is meant to be once per lifetime across ALL of American Express's cards.

Perhaps indicative of the direction things are headed; certainly not so of the current state of affairs given the T&C's on business cards and the multitude of data points since January. Don't know why agents keep reiterating falsities and even then are not consistent in doing so (see the agent who said the Platinum bonus is once every four years).