I completely understand that. Although I've never been ULTI, I've read enough on these pages to get a solid idea of what it is about - what's been promised, what's been delivered, what's falling short. Promised things, whether hard or soft benefits, should be honored. I think we can all agree on that.

The issue comes when we look at the competition. What else is there? BA GGL? LH Group HON Circle? the 3 USA programs?

BA - mediocre lounges except Chelsea/CCR (reports are that they still fall short of a true F lounge), no escort or real personalized service on the ground (departure, connecting, arrival). LHR is an inefficient mess and you cannot access any lounge aside from the one in the terminal you're departing from. F is below average (although cheap in cash fares); J depends - club suites are solid, but the old J arrangement is horrid. Customer service is extremely inconsistent and slow; food is meh. Carrier imposed fees are the highest in the industry.

LH Group - only LX and OS J seats are really decent (aside from the few LH planes with seats originally from others); F is somewhat outdated. HON Circle requires outsized flying + spending, and ONLY LH group flights on J / F qualify for HON status. No option of HON lifetime status (unlike others). Service is inconsistent, cold. Unlike their European competition, Miles & More don't have any transfer partners in the US, making it very difficult to pool miles.

SQ PPS Solitaire Club - Only SQ flights in J / F count. Unless one is only flying out of that corner of the globe, a bit useless as a program. F is below average unless it is on the a380. J seat is average.

Legacy USA carriers - all spending based. All invitational. You could spend and still not get the status (I personally have friends who have spent 6 figures only on flights (J / F), just to be told that they don't qualify). Even then, soft benefits can also be inconsistent. Of course, one could try the next tier (DL Diamond / UA 1k / AA Ex Plat Pro) but I am not sure that those are really much better than FB's ULTI. DL miles are worthless; UA almost the same and heading there. AA miles are better, but it's almost exclusively a domestic LCC at this point (food service, lack of international routes or strategy, oddly-placed hubs). Plus, AA doesn't have a lifetime option above Platinum. With all 3, there is very little genuine customer service in the air to begin with. Let's not forget, as a member of their own program, you can't access their lounges unless you have an international itinerary or sitting in J or whatever (the rules vary slightly, but it's the same idea).

So what am I trying to say? Yes, ULTI might be disappointing. Yes, FB can make it better. However, from my research, experience (which is not that much compared to some of you who really fly a ton), I STILL think that FB is worth crediting to on a long-term basis, and that even ULTI is worth it (if one can achieve it organically). When we are discussing a program, I think the overall airline experience matters too. Some airlines can be wonderful, but their FFP program sucks. Or vice versa.

Of course, we are each entitled to our opinions. Just my 2 cents.