Let's review DL's behavior toward elites vis-a-vis fares and benefits over the last few years.

DL attempts to discourage purchase of its lowest fare class (L at the time) by making it non-upgradable. Over the next few years, DL adds two more non-upgradable fare classes (U, then T), yet slowly rachets up the cost of upgradable seats. IMO, this was an attempt to lure the frequent flyer into paying more money for fares, since everyone wants to sit in F/J, right?

At the end of 2000, DL eliminates SWUs and introduces PMUs and NAMUs. GM and SM members now have no choice but to pay for international J, pay M+ fares and burn miles, or use miles for an outright purchase international J. IMO, this is a further attempt to lure FFs into paying more for fares.

During this time, DL refuses to allow same-day international upgrades. Translation: if you haven't ensured your upgrade in advance by paying the appropriate freight, please be seated in the back, Mr. Platinum Medallion. This is the stick with which DL hopes to force/encourage more frequent purchase of higher fares.

In 2002, DL slaps elites again by offering to upgrade anyone -- even non-status flyers -- upon payment at the gate. Another revenue-grab from Delta, IMO, but one aimed at infrequent flyers who might not know any better. I suspect that DL was beginning to realize that elite SM members weren't interested in playing DL's game, and so DL decided to go to work on non-elite flyers.

In 2002, DL also begins to openly advertise comps to any flyer who can demonstrate that they are an elite on another airline (and have a pulse). Another slap to DL elites who worked for their recognition.

Now DL says that all fares aren't created equal, and that those of us who are value-conscious (or who work for employers who are) simply aren't worth rewarding. Those of us who regularly fly on deeply-discounted fares are going to have to manage as much as 200,000 miles of flight next year in order to acheive PM status. This is the greatest slap of all; to devalue our business and loyalty to the point where AirTran actually starts to look good.

Read closely, DL: Elite benefits are worthless if they aren't realistically attainable.

Obviously, SkyMiles is not a loyalty program; more accurately, it is a comp program, akin to free rooms, limos and hookers for high rollers at Vegas casinos. Spend enough on DL, and DL will reward you. After all, it's not the loyalty that matters, right? It's just the money.

Come on, DL. Be honest about it. Just tell us how much we're supposed to spend each year to get SM, GM or PM, and please drop this pretense of "Medallion Qualifying Miles." Tell us we can write a check, like AA is now telling its elites. Why should it matter if the check is written for fares or just for the purpose of getting status?

The fact of the matter is that DL has been trying to discourage the purchase of discounted coach fares for several years now, and the customers aren't going for it. Since DL's carrot-and-stick approach hasn't worked, DL's now going for the stick-and-stick approach, with the promise of a possible carrot sniff later, if pax promise to shell out enough cash for it.

Times are tough for DL, but times are tough all over. In my industry, there's no more 60% margin like there was during the dot-com era. Now, 30% is considered good, and 25% is still acceptable. We're not jacking our clients simply because the economy went south. But DL isn't going that route. Rather than encouraging more flight (like the double base miles promo did), DL's now encouraging more expensive flight and devaluing business that doesn't meet their definition.

What do you honestly expect, Delta? Do you think that businesses suddenly decided to band together and screw you by requiring their traveling employees to purchase cheap coach fares? Or do you think that business travelers are just going to suddenly loosen their purse strings in order to buy the fares you want them to?

Well, it hasn't happened yet, DL. And I daresay it's not likely to happen any time soon.