I've been DM for several years but my wife was never higher than a gifted gold. With some more biz travel, she really wanted to "go for it." With some creative routings on partner flights, she's going to hit Diamond in December (assuming our itinerary doesn't land us in a third world prison). I'm not sure I can support another "faux Diamond" run next year, though I'm sure she'll be spoiled and want nothing less (can't say I blame her).
All that said, I'm all smiles when she gets an upgrade or other recognition...she deserves it!