As I've said before, in this general area you've got the perfect situation for airlines and not for consumers: too many awards, but none with the stature for people to notice if you don't win. So you can win one (or, worse, buy one) and advertise it all you want and just move on to something else if someone else wins/buys the next year. It's not like the Masters or the other 3 majors where everyone knows if Tiger Woods is in a slump or not. You can slump and still make yourself look good (example: Delta in the later Mullin days).