The vast majority of memberships, subscriptions, "unlimited access" plans work pretty similarly. It's about getting the membership dues and renewals. Many users will use the benefits front-heavy, seeing a huge value. Then continue to pay for it and not use it as much later. Some people just never use it at all. If the program becomes unsustainable, they make changes behind the scenes to make it profitable. The Priority Pass Plus includes 10 visits for $250. The average user is just not going to use it more than 10 times.

The real question is how long the credit card companies will continue to pay for this benefit and/or in its current form. This relationship seems very beneficial for Priority Pass, minus the explosive growing pains that needed to be addressed very quickly.