They don't even really care about Gold
In fact, if what I was told by a senior CC member friend is correct senior management see us as a PITA.
The CC member was at a seminar/presentation at which Cruz was present. When he was asked about the biggest issues he faced, one of his replies was the number of GCHs who just expect too much from BA. He was,apparently fed up with his inbox being filled with disgruntled frequent fliers