Its funny how some people "get it" when you educate them on FF programs and some don't. My auntie is 80 years old and flies maybe three times a year. About 5 years ago, I educated her on the ways to get miles and such. She has turned into a mileage junkie and would give some of you youngins a run for your money! Whenever I visit her, she'll pull out her file folder and have me review her mileage "portfolio" to make sure she isn't overlooking any earnings.
On the other end of the spectrum, I have two co-workers who travel just as much as I do (weekly) and are savvy enough to earn their airline miles but could not be bothered with hotel points no matter how much I have tried.