I think everyone uses some variation of VALUE when buying tickets....while weightings may vary, VALUE = PRICE + SCHEDULE + SERVICE. (And SERVICE is both actual SERVICE plus PERKS.) For some folks, the SERVICE element goes up by being rarer, but for everyone else, it goes down in value. Which makes PRICE and SCHEDULE more important for those folks. Essentially, Delta just re-weighted everybody's concept of value for them.

So for me, now retired, having the premium branded Delta card made sense, as for only 25k spend, I knew I would be Plat with MQD waiver...but no longer. First thing I did, was downgrade that card to the Blue card. Amex refunded the pro-rated balance of annual fee, and I kept a credit line open with the blue, although that will never be utilized now--I'd rather earn points that hold value more than SkyPesos.

So, with perks out of the way, I will focus on price and schedule. What does that mean? I book trips using Vacations by Marriott. In the past, if Delta wasn't the best priced flight, I'd still fly them anyways because I knew I'd get and earn perks (aka LOYALTY). But now, no longer. Sure, if they are most convenient to a location and price isn't out of whack, they'll still get my business....but if British business to London is 1,000 cheaper, it will be a no brainer to fly British instead.

In effect, it is all transactional now. Kind of the opposite of trying to build loyalty.