My understanding (read--I have heard rumors) that the Better-Than-EXP program is for those that control the travel budgets and preferences for large numbers of heavy travelers. Sorry, doesn't matter if you are 200K BIS kind of flyer, but if you control many EXP level flyers, you are considerably more valuable.
There is significant speculation that our COO is one such person. There are at least 25 EXPs at our division alone. We fly constantly and often at the last minute. I shudder at the thought of our travel budget. Probably bigger that the GDP of a whole bunch of countries.