Yeah, I agree, especially because it rewards customers who spend more than they have to. I've always thought of the point of frequent flyer programs from the airline's point of view as driving marginal spend: getting customers to fly your airline even when it's a bit more expensive, a bit less convenient, or not quite as good a product as the competition. Certainly that's how AS says they view it. WN is more about getting WN customers to buy up. Pure revenue based programs don't really do either; they mostly reward people who were probably going to spend significant money on your airline anyway, I think. Certainly these days, that approach is working out reasonably well for the big three.