I think there are two cases where I can understand paying with points. On the one end non-frequent travellers who travel e.g. once a year to e.g. Spain and don't collect points through other channels. And on the other end people who just have a tremendous amount of points pouring in because of work and don't need to care.
Originally Posted by meanie.me
A beer would cost EUR 6 (7-8 USD), meanwhile prices 1100 points. Those points worth at least 25 EUR, if you buy them from Eurobonus. So its at least, 3x times loss.
Maybe that tells more about the real value than the 25€ price tag.