This is a survey. They are trying to quantify loyalty, XP, saf, and a range of other things. The results are destined to be sprayed on a PowerPoint before a recommended action shown to Important People and buried in a report nobody reads.
Like all surveys, it has its limitations in modeling human behavior. Some like to say that loyalty programs drive irrational behavior. While that happens, I like to point out that loyalty programs can also offer something that is worth more to the customer than it costs the business to produce. The difference is that, in answering a survey, your irrational behavior should disappear. You're not taking this flight; you're expressing the rational value to you of these hypothetical packages.
When you crunch the data, you get groups of customers who express the values differently, and you might be able to recognize certain "types" of travelers. You can then compare these data against real-world behavior of those same types, and that might help you quantify the irrational.

In the end, it'll all be dumbed down for an MBA, and the conclusion will be to charge for something that previously wasn't charged for.
The XP system has been around for something like seven years, and the most significant changes have been the removal of giving 10 XP to intra-europe economy when connecting to W and sub-5 XP for Transavia and now basic fares.
Expect things to be tweaked to the benefit of the house. They might also benefit you, but that's secondary. Nobody ever got a promotion for leaving things as they are.