Lifetime (or as DL calls it "complimentary") status is a tricky one. It certainly is a nice reward for great customers, but it also can backfire on the company. "Oh, I hit lifetime xxx status on yyy, now I'm going to use zzz's product". Not to mention it swells the ranks at the top.

I like lifetime statuses, but I think holding back the top tier status for those who actually earn it every year is a good idea. Discourages those who are marginal from spreading their business around to make status in other programs and gives them something to strive for. Now, if I were at like 8MM, I'd likely feel differently.