Quite possibly irs because they've traveled relatively heavily long enough to see how brands have devalued their loyalty programs and realized the return isn't worth the hassle. If there's a room, airline class, etc that you have your heart set on, pay for it.

I was a handful of stays away from requalifying for Hilton diamond. The math simply doesn't make sense to have done mattress run to requalify. Most of my stays are business. Having mid-tier status at multiple brands with more convenient locations to my clients makes more sense. When I travel for leisure, I'll book a suite if I need.

Same thing with the airlines. I'm going to be short of EXP on AA. Not worth the spend, time or effort to chase it. The rewards jusy aren't worth it.