I flew 61,525 miles last year - over $4900 - and they want about $1200 for platinum. I was platinum for years and have over 60 upgrades banked because rarely have I been upgraded in the last 2 years. This is the second year of similar pattern and only gold status due to the spend requirement. I get little more than I would get with the credit card. I just took 3 flights on Southwest for work - I had 2 bags that went for free, free live TV, the seats were comfortable and leg room was more. I think it may be time to look at price and timing only - perhaps if going on a golf trip and need that extra bag I'll choose southwest. I was surprised - I have lifetime gold with over 1.1 million miles flown and never under 50,000 for at least 15 years - I am unsure what can keep me loyal at this point - and was insulted at the offers for upgrading to platinum that were more than what I had left to spend to make it by the new rules. It was enough of a kick in the face to make me rethink my allegiance.