Interesting for a few reasons, first DL is only offering this to people NEW to the skymiles program, and in the day of the internet putting out a promotion like this. (since its globally available to see this, and not a targeted postal mailer like back in the day)

With the internet, and only offering this to NEW customers it smacks of "your loyalty means crap to us, UNLESS You are a new SkyPesos customer AND in SEA"