Nerdy and possibly irrelevant side comment on this survey, which I also received: part of my work is in survey research. This was a classic conjoint survey - a way to determine which attributes are most important to which kind of elite customers on AA. Quoting from Wikipedia: "A controlled set of potential products or services is shown to survey respondents and by analyzing how they make preferences between these products, the implicit valuation of the individual elements making up the product or service can be determined. These implicit valuations (utilities or part-worths) can be used to create market models that estimate market share, revenue and even profitability of new designs." In other words, there are too many options to show each respondent all of them, so everyone gets some options to rank, and the survey firm can assemble preferences of the overall group or any sub-part with enough respondents to tell AA which options will piss off more of which kind of flyer.