Status match should be free, if an airline decide to actually offer one. I remember some years ago I got QR gold and TK gold status match for free, I am surprised how many people are rushing to do it with AF/KL including the fee. Although 99 GBP seems a small amount (doing nothing) it is a rip-off. What's next? Paying for being a member? Ridiculous. Are the airlines not aware that new passengers have to fly non-stop if they want to retain their new status, so at the end they will for sure take advantage of their new patronage.