That is the REAL question for any tier in any FF program!

Corporate marketing excels at convincing consumers that 'wants' become 'needs' become 'deserves' become 'entitlements'. [I made a good living in Product Marketing and Sales Training doing this ]

As others have already said, consumers *ought* to be thinking rationally and transactionally when spending their own $. It will help their finances and their emotions when airlines continue their annual benefits devaluations.