This is a very good point for non-GOLDS. Had not even thought of this angle. Thanks, Missy.

However, it would be pointless for a Gold to use the AS50 (since it's capped at $250) to get an F fare in the H range since the Gold member can just buy a fare in the H range from the git go and upgrade complimentary.

ANC-SEA RT $1000 in F. $750 with the 15K/AS50 redemption. How about I keep my 15,000 miles and just spend $750-ish for the H fare? The only thing I gain is the class of service bonus (assuming you get it--I've never done this so I don't know and Missy seems unsure. Can you definitively clarify with MileagePlan, Missy?) Oh, you also get an actual first class ticket which can be useful since you can't be told, "well you paid for a coach seat and got a coach seat," during irregular ops when a downgrade occurs.

I would assume the financial breakdown would be similar in most AS markets.

***EXCEPTIONS would be when there are F seats available but NO *U* space, so buying an H fare would *not* get you the complimentary upgrade or if you get the class of service bonus/EQM and really need the extra EQM from flying F to re-qualify for Gold.

IMHO, the only time even the 15K/AS50 is worth it to secure an upgrade would be on a transcon, and maybe not even then. 30K RT is ludicrous, period. Just pay the difference and purchase affordable F. I still value AS miles at near 2 cents per (unlike CO and others where it's barey 1 cent) so I am nearly indifferent at 30K to spending an extra $500-600 for the F fare or ditching enough miles to save me $600-700 bringing my S.O. along on a trip to Mexico, for ex. Indifferent if not for the COS bonus and EQM miles plus confirmed seat space on the F fare and the flexibility that an F refundable fare brings. To people with like 300,000 miles, I could see where the 30K might not be a bite. Ludicrous to me, all other things considered.

As for the 20K online change, SPIT is right on the money. The main problem I have with this and most every other AS change is they tell us its an enhancement or something "we" (Gold Advisory Board) wanted or something that will benefit us. Would I rather not have the online option at all, Missy? Well, of course not, but it will lead to eventual across the board hikes. It would be ATYPICAL of Alaska Air for it to not lead to fairly imminent increases. What I would prefer is forthrightness. Let people know that within a certain period of time, the onlne option will increase. You cannot convince me it won't go the way of every other 'incentivization.' Soon, let's say within a year or two max.

There is so little distinction between AS and others anymore that I have just been flying less and paying F and Y (actually haven't been flying AS that much at all) getting the extra EQM and re-qualifying earlier. I mean, the F prices are pretty decent. I saw ANC to Cancun for like $1,050 in F. I think that's like $20 more than ANC-SEA and I can stop in SEA anyway on the way to Cancun (for a day anyway). None of them give me any reason to be loyal to any of them beyond base premium level really. And coach on the same route is $750! Why not pay the extra few hundred and not be in restricted coach?? It's wonderful to have fully refundable fares too. There used to be a huge gap between F and the rest of the fares (even Y). No more.

It's just easier to choose whatever airline is most convenient or cheapest F (CO is significantly cheaper in F price, for instance, and service ANC-SEA, just not frequency). My exception: last minute web fares or last minute regular purchases where I can see F/U availability and my upgrade looks all but assured. Considering ANC-SEA hovers at nearly $400RT most times, why not just pay the $850 for F on CO?

I will agree that the award availability is still tops on AS. If they could give assurances that the 25K award is being done to maintain availability, maybe they could convince me this was for our good as well. I always thought allowing Golds (or maybe it could be a future Platinum benefit) to redeem PEAK awards at a reduced rate would be a great perk that didn't diminish anyone else's level. It certainly would make the negatives easier to swallow.