My wife spend more at Nordstroms than she does with any airline. She keeps going back because of the great service and selection, etc. She never goes back because of some sort of loyalty program, yet they do the best job in their respective industry. The capital markets will ultimately even things out as we will all migrate to the best overall air travel product. The complexities of the airline business and the uniqeness of the way funds are spent on air travel, i.e. "my bosses money", are just slowing and clouding the process of free markets; not changing them.