ALK / BofA may be between a rock and a hard place.
Monetizing F upgrades, making them like unicorns for elites takes away most of the value of status / bonus EQMs
Overcrowded lounges devalues any membership incentives
Hotel credit cards are much more generous with status, other travel benefits that bring value
Private label credit cards (AMEX, Ink, Sapphire) offer great travel insurance, award flexibility - and lounge access.
Can't envision anything that would earn my business.