how do you distinguish them?

1. Target MS (unprofitable), close account, many datapoints about how risky this is if you do it continuously or max out Ink 5x office spend
2. block churners (amex: 1lifetime bonus, citi/chase: cannot get bonus if you got it in past 24 months or same card family)
3. block credit card hoppers (chase: 5/24) (most people stick to one card, dont go jumping around)
4. blacklist unprofitable customers entirely (see the blacklist thread above: triggered by MS, high risk by increased spending patterns, cycling your CL too quickly, any reason Chase feels like not disclosing to you)

however, if Chase targets too many people unfairly (eg people who spend 3x often only on travel, which is what this card is advertised for), they'll see more CFPB complains.... not good either