not so new this news:
* I bought Sheraton Gold level in 1989 and renew it paying $25 (or is it $30 now?) every year (now as Starwood Gold)
* I bought InterConti SCCS in late 80ies and renew it too every year (I think I pay $35/year which instantly pays back with a free weekend night voucher)
* LH's Senator program allows to renew (not for becoming first time Senators) for another year after expiry paying a high fee (something above EURO 2'000)
* and what about all those comping offers (I am right now getting from KLM's Flying Dutchman program all miles of my UA account comped = 431'000 points/miles and a total of 18 months top/tier Royal Wing member for just one 'grey-market' transatlantic trip)