I had kind of the opposite conversation with a coworker.

A couple of months ago, a coworker, who had just returned from a short vacation in Florida with his girlfriend, said that they had moved every day to a different hotel in the same chain. I asked why. He said it was so the girlfriend would get a particular airline's miles. I went to the hotel's site and saw the promotion. It was something like 500 or 1000 miles per stay; I don't remember which. I said it didn't seem like a very relaxing vacation -- packing and unpacking every day for the sake of a penny-ante amount of miles. He said she really likes miles.

End of conversation.