But this process of investing in airlines and keeping them out of an alliance for the most part (e.g., IAG and EI) or forming a subsidiary where only own elites get benefits (e.g., MI and SQ, EW and LH group) is problematic from a customer perspective.
I might be able to keep some form of elite status with all three alliances. But it's not feasible to keep multiple elite statuses within an alliance as well. For most of us anyway.
I'm not happy about it either, but it does seem to be the point. I guess the big players are moving away from alliance module. They want pax to be loyal to the group, not the alliance.