So called "loyalty" programs have always been about creating brand loyalty by rewarding volume by offering perks/rewards.

You could be the most loyal customer to a brand, always going out of your way to use them, but if you don't have the volume then you don't get perks/meaningful rewards. Conversely, you could have so much volume that you can earn top status with multiple airlines or hotels, nothing loyal there, you just fly/travel a lot.

All that is changed in recent years is that the perks/rewards have been watered down, the volume that they are rewarding has shifted from miles flown/nights stayed to dollars spent and there has been so much consolidation that we have mega brands so the base of statused members is higher.