Join Date: May 2004
Location: formerly Gold now Diamond, formerly MSY, now LAX, formerly NW, now DL
Programs: Hyatt Plat, Hilton Gold, SPG Gold, Delta Diamond/1MM
Posts: 4,635
Yeah, it's about driving business. I'm at 1.7 MM and will keep pushing forward (when we can) to at least hit 2MM. The good thing is if you don't use your status, doesn't really cost the airline much, but also the drive to get it (as long as there are desired benefits) keeps $$ coming in the door. Also there's a bit of reasoning to do things like lifetime. I have a lifetime WorldClub membership which at the time NW wanted the cash upfront, so helps short term but long term has some incremental costs. However, does inspire me to use DL since I know I get to go the the SC and though not bound by the need a DL ticket rule, still easier to fly DL for convienence.
I suspect for those that are really at the 99.999% of the bell curve of lifetime miles, I would think they had some unpublished white gloved customer care aspects to it. I but United does a lot for Mr Stuker who passed 21 MM in 2019.