Will it deter some? Absolutely. However, "nobody" is a completely wrong assumption. There are so many potential scenarios where someone may value this. Someone who is affluent enough to travel, hold a platinum, and have a family is probably no stranger to $100+ costs incurred for any kind of food or entertainment. I have a real hard time imagining a majority of people holding this card will opt to go to a different airport food option and spend $10-30 pp instead. Why even hold the platinum at this point?