I am. In fact, there is consumer research that documents the negative impact of changing rewards on consumption. In this case, when HA used to give it away free and then stopped the practice, consumers noticed. Guess what, it changes the behavior of the consumer, decreasing brand loyalty.

Gee, I wonder why locals who used to be loyal to HA are moving to Southwest, Alaska, etc? No reward program maintaining consumption.

I wonder while UA Golds stick with UA? Might it have something to do with free and advance-assigned economy plus seats? Compare that with having to pay $89 OW to get the economy plus equivalent on HA.