CO looks at their bottom line and as a for profit company they decide that by changing their FF program that they can increase revenue. In a vacuum this may actually work. However, we are in a competetive environment and when you compare CO's FFP to others in the U.S. they are way behind AA, US, and UA, also NW unless they change also. The consumer will pick the better deal. So unless AA, US, or UA is totally inconvienent for a customer they are going to change. So if you raise the revenue by 10%-20% per customer, but lose 20% of your customers, you are going to get killed. This is just an example and I have no idea what the real effect will be. Personally I don't think they will raise much revenue and I think that they are going to lose a lot of customers.

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dallasflyer