So, what is most important to you in a FF program? The bonus miles? The priority bording? Rewards? Or is just the special feeling to say you are a "UGS" or "1K" or whatever it might be?

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As you mentioned it may be ego, but when I enter the aircraft I like to be recognized, addressed by name. I like getting first choice of meals. I like getting preferential treatment, espacially after almost 2 million miles on UA.
I am intensely loyal to my good customers and expect them to be equally loyal to me. It's good business. Getting no hassle Award trips and the other background perks are also important.
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