Pure speculation here.

With the cross benefits and partnership, AA must have a list of all Globs. They could then review the associated AA files of these Globs and evaluate their future value vs. granting ExecPlat. This is a case where an unknown flyer with uncertain future value would be preferable to an existing one with limited, or worse, negative value. Said list then goes to Hyatt, where AA proposes either of the following: 1) here's our list, you can pick X; 2) guys, our challenge isn't working out as well as we thought, here's a list of X, grant them status; 3) combination thereof.

Just as AA would know little of the hotel business, I'm sure they likely feel the Hyatt folks would have limited experience with the airline business. For instance, from AA's perspective, what would be the point of gifting ExePlat to those Globs who are captives in their hubs? These guys have no choice anyway, why give them anything? Matter of fact, you should gouge these folks and charge them a premium. Now, LA & SF, maybe Seattle, is a different story, with the intense competition, AS breakup and potential lucrative TPAC routes. It costs AA absolutely nothing when TPAC flyers realize OWE perks. For example, in SE Asia/HKG, carriers like CX will pick up the tab, while AA gets the good will and peripheral business. Brilliant.