Branding is important to big business and their marketing. It is also not "The Collinson Lounge," it is "Sapphire Lounge by the Club." It could have been the Chase Lounge, JP Morgan Lounge, or not even JP Morgan Chase mentioned at all. If the strategy is to collect PP fees, then that is not important. I assume it is branded that way for a reason.

It's also coming right at a time where the point bonus for the CSR has increased, and less recently, improving point bonuses on Chase portal purchases. There is a clear push to market this product and grow Chase's footprint in the travel industry. In the lounge world, American Express has devalued theirs with guest fees. Capital One's new lounge has created a lot of buzz. How can you look at any of this and suggest the model is just to collect priority pass entrance fees from American Express customers?

Many new businesses give out free samples, discounted purchases, etc. when they first open. Why? It's so you try the product. With all of the options out in the world, acquiring customers can be difficult. When a customer tries the product, the chances they will come back have increased. While the Centurion Lounge faulters with guest fees, lines, declining food, there is a window for them to try the Sapphire Lounge. Imagine going to to it and it's even a marginally better experience, with no fee. We're lying to ourselves if we say this wouldn't hang over the head of a sizable portion of customers that Chase would love to acquire. As we all know capacity can change future policies. So why couldn't this happen?