They really do everything they can to compete on price alone here. To me they are just shooting themselves in the foot, cause if they can't offer the lowest price they won't succeed with the strategy.
Also, from a consumer point of view this is ridiculous. A K-fare (Go light) CPH-CHI costs €592 return + €220 YQ + €77 taxes. That is €812 (out of €889) that goes straight to SK pocket and they will in return give you 400 EB-points to spend as you please! In this (I admit pretty theoretical) example you'd earn gold only after having done 22.5 return trips to Chicago, i.e. SAS would give you a gold card only when you've spent €18000 on tickets + YQ, excluding taxes. You would also have earned 9k EB points only.
Fare calculation CPH-CHI r/t:
02 KHWDKGHT * * 1 * 888.44 * *Y
LAST TKT DTE 08OCT18/23:59 LT in POS - SEE ADV PURCHASE
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AL FLGT BK T DATE TIME FARE BASIS NVB NVA BG
CPH
CHI SK 943 K K 19JUL 1540 KHWDKGHT 19JUL19JUL 0P
CPH SK 944 K K 21JUL 2205 KHWDKGHT 21JUL21JUL 0P
DKK 4415 19JUL19CPH SK CHI343.26SK CPH343.26NUC
EUR 592.00 686.52END ROE6.430875
EUR 219.92-YQ XT EUR 4.94-YC EUR 15.65-US EUR 15.65-US
EUR 22.26-ZO EUR 3.39-XA EUR 5.99-XY EUR 4.79-AY EUR
EUR 54.26-XT 3.85-XF ORD4.50
EUR 888.44
RATE USED 1DKK=0.134098EUR