The business model appears to be "let's raise AF which is guaranteed profit for the bottom line." "But we don't want existing customers to cancel so we need to find add more coupons that probably don't cost us much and hope there is major spoilage" and replace coupons from merchants who realize the ROI to their bottom line from coupon clippers is actually mediocre. Oh and we know there is a huge ego factor from lounges so we need to add those real fast, even if they won't match the capacity needed on peak travel days.