To me, every small favor I get from United (my FF airline of choice) is akin to a benevolent favor from a generous god. I don't worry very much about the FF program rules (unless I find a loophole); if I am treated well (such as being upgraded to F LHR-IAD on a $300 (one way) ticket) then I call it good.

Maybe because I expect so little from the airlines, I am so rarely disappointed. The benefits are not to my mind entitlements, but simply enticements, to keep flying the same airline.

I think of it as marketing monogamy.

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"Yes, but at least mine will be found in a first class seat." -- Peattie and Taylor