After I'd had my Amex Hilton card for many years, I noticed an offer to upgrade to the Surpass card with an upgrade bonus, and took it. And then about a year later, I noticed an offer to upgrade from the Surpass card to the Aspire card, again with an upgrade bonus, and took it. So despite the "lifetime" lockout on signup bonuses at Amex, I got three bonuses without changing card accounts. So that's one reason to start with the free card, because you might get an upgrade offer later.