The goal of any ffp is to cause customers to make irrational decisions. Air travel is largely a commodity. Delta has been the only US airline that’s been able to differentiate their product enough to demand an actual $ premium. Obviously Alaska is missing out in revenue when 100ks book elsewhere because they feel they’re not rewarded enough after hitting 100k. But they’ve probably come up with an estimate of how much business they’re losing, and how much it would cost to provide an incentive to recapture those defecting 100ks plus all the 100ks who are captive or blindly loyal anyway.

Like many here, I requalified in spring and just moved my business elsewhere unless Alaska was the only option. I do what makes sense for me, and I expect AAG does the same.