Personally I think it's just a way to get rid of us stragglers who never switched over willingly the first time
Yep, I'm one of those stragglers. I have a Mastercard, want to keep my Visa, and don't want Amex at this time. Though, despite scubamom's experience, there are times I wish I had an amex - like two weeks ago in Tokyo when I had a heck of a time finding an ATM that would let me take cash from my Citibank cards. Had to go to a Citibank branch. In the past, Amex network seemed much easier to use for cash advances in Japan.
Surprised (maybe a little disappointed) they didn't negotiate any with me when I called to decline the 'offer' of new card. Just said, okay, you're opted out. But perhaps it's because I pay off this card each month and don't carry a balance?