An interesting debate above on the nature of interaction between an airline and its frequent flyers.

Is it transaction-based? You're worth money at the moment? Okay we'll treat you well. No longer worth us the money? Then you're no-one.

Or is it relationship-based? You've been worth money over time? Okay, we'll treat you well even if you're not worth the money now.

I'm quite old-school on this matter: you can't run a business on a transactional basis. There's a high-end restaurant I used to go to lots for business and pleasure. I then moved offices and it became less convenient to go there. But whenever I do pop back for some weekend yum cha, I still always get comped some dessert or drinks. They don't have to, but it's a nice touch which engenders positive views of the place. I dare say it may even subconsciously influence my choice of dining venue.