Based on the feedback of virtually ALL of your loyal customers on here, it would appear Brian Lusk that either 1) you've been mis-informed about what your loyal customers want, or 2) YOU ARE LYING!!
Perhaps SWA will feature you in next month's magazine under the % section: "100% - the percentage of SWA customers that told us they hated the new program!"
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It took you all years to rollout this plan? It looks virtually no different than the existing plans by Delta Airlines and other major carriers (of which I am also a member but try not to fly because SWA used to offer the best frequent flier program).
I am very saddened and unimpressed with SWA's decision to complicate their rewards program by becoming a FOLLOWER instead of a LEADER...in this case SWA is following the lesser performing, less successful airlines like Delta and United/Continental. Whomever is responsible for this will surely rue the day that they decided to roll this out.
At this point in time, I am now going to de-link all of my SWA reward programs (e.g. dining, car rental, hotels partners etc) because I see no value in continuing to devote my business related activities to SWA. I guess one redeeming factor is the fact that I no longer have to devote all of my business expense activity to SWA since they no longer value their loyal customers.
If I may make a suggestion, perhaps SWA should start charging for baggage as well? It would increase profits tremendously in the short-term - of course it would be an unwise long-term strategy but it doesn't appear that this is a concern at SWA any longer - and SWA can even deploy some sort of marketing strategy like the current, boasting about "how charging for baggage will increase customer satisfaction blah blah blah."
Way to mess up a great thing SWA!!!!!!!!!!!!!
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