Virgin really have missed the boat on this one.
If they had SOME kind of scheme up and running soon after Death Star commenced they'd have creamed them.
I imagine they have lost about 3-5% of market share by not having SOMETHING to offer frequent travellers. Huge bucks.
They are in a unique position to offer Virgin miles for use or purchase of Virgin music, credit card and phone plans etc, so not having miles as a carrot has cost those business arms as well.