Citi,

You're missing one major flaw in your argument. *wood (and any other company with a loyalty program) doesn't really care about us. The purpose of the program is to increase profits. If lower categories cost them too much money, they will (have) change the program. If they don't see an increase in revenue from the changes, they will make more.

Quite simply, the more money *wood makes, the worse they'll treat us. When profits fall, we become important to them again and the program will improve.