I am one of those who have increasingly chosen the Priceline deals over the miles: I prefer the hard cash I save now over the miles. The changes being made to several loyalty programs only have reinforced this feeling.

Recent example: last week I booked a long weekend holiday on Priceline from Valentines day till Presidents day. Two economy tickets plus 3 nights in a category 4 2Tree hotel.
Total price (air for two + hotel) was less than what the hotel alone would have cost me if I had booked that through the Hilton website. Total savings at least 500USD: that's a no brainer to me, who cares about miles and points if you can save that kind of money.

Note: when bidding for vacations on Priceline you can actually choose the hotel you want to stay in. IMHO a major advantage over regular hotel bidding on PL.