Maybe this is too much psychology -- but when people are proud of a brand, they want to display their pride. I used to fly American, and I proudly displayed my Exec Platinum tag (even for carry-ons). I know that the priority handling tages usually mean that I will be the last one to get my bags. But, as a recent Continental Platinum, I wish I could have one of their tags to display my loyalty. Call me old-fashioned and vain!