We tend to think of these elite programs as something ones earns, like Boy Scout Badges.

The airlines and hotels have always thought of these as marketing tools.

Example: On the Delta forum, a number of people noted that they tried to get Delta to comp them to a higher level when they were very close to the mileage thresholds. No luck. Delta knows these are loyal customers.

But a number of people who had sharp drops in mileage from previous elite levels were nonetheless comped (without asking) to Silver, Gold and even Platinum. Why? Delta probably feared they were going to the competition.