Hardly seems like a great deal: $15 to transfer one you have, but only $25 to buy one in the first place. Might make sense if someone loses elite status, doesn't think s/he'll ever get it back, and doesn't expect to ever qualify for a non-status upgrade, but otherwise, why bother?

If they changed the pricing scheme to $15 to transfer the first one plus $5 for each additional one you transfer at the same time to/from the same accounts, they might get more revenue from this program.