Everything has a hard quantifiable cost. The FF program benefits all have costs and they are amortized across all of us frequent fliers. Every 75K costs Air Canada $X and is and I am going to bet X is a lot less than mailing out some new kits.

Even 50K to 75K costs them another FF in a 35K nominee or free WiFi or more eUps, more Priority Rewards ... probably hundreds of dollars in additional benefits. I doubt it is even close.