That’s been true for a while since the introduction of Citi Double Cash and yet we are seeing rapid growth of Marriott, United, and Delta cards. Many people here probably only get these cards for the SUB or annual benefits, but the data from the banks and these programs clearly suggest that people are putting spending on these cards.

You are absolutely right that for people who want simplicity or have the spending power to pay for whatever travel experience that they would be happy with, a cash back card is probably the best option.

But I think a lot of people are willing to put in some effort to play this continuing evolving game.

A lot of people are probably thinking: If I put this much more spending on the card, then I’ll get another milestone award, or hit globalist and get destination or parking fee waived.

It’s a delicate balance for these programs, if the change is too drastic and triggers bad word of mouth that cause a massive exodus, that would be bad. But gamification is a pretty established field and they’ve had years to learn from the SPG transition and Delta.