I trusted Hyatt to do better than the competitors and it didn't, so it is about trust. Maybe not for you but for me, yes it is about trust. I stayed in different brands by going out of my way (and it was a hassle for me but I calculated the expected benefit of earning a ct 4 free night was worht going out of my way) but when I cannot use that benefit anymore, it is not a benefit anymore. I feel like I lost quite a bit because of that. And I certainly expected Hyatt to understand my situation but it didn't. that is about the trust and brand power I am talking about. Again, it may not apply to you but it does apply to me and significantly reduces the benefits for me to stay with Hyatt.