I would say the complete opposite. They are clearly trying to add value to/create an incentive for booking a higher cabin/fare. This change doesn't move the needle for price/value inelastic people - they are going to qualify with or without this change. If anything, this is a negative for them because it makes it easier for others to qualify and creates more DMs/GOs/SLs. I don't understand how this works without creating/formalising DMP and/or increasing the thresholds for qualifying, but their FAQ says no change. They have to "balance the equation" somehow.