I think they're on the right track, but the price differential seems a bit arbitrary. The added benefits (primarily the two extra "tokens" and heli transfers) don't seem worth it at the current membership levels. You're still going to have to book a couple of weeks in advance to lock in an LA-NYC rt, for example, which still precludes you from making shorter (eg LA to SF or LV) trips, in the interim. And if I were an NYC resident contemplating a "smart" membership, I think having to pay for heli transfers whole flying in and out of White Plains might be a dealbreaker.

As an existing member, I admit I am concerned about increasing likelihood of sofa seating now that some will get to choose their seats. Also curious about the terms of the corporate memberships, and how these may swell the ranks. On the other hand, the $20k "create your shuttle" credit for upper tier members should increase flight availability somewhat, which will result in an indirect benefit for the lower tier.