Well it certainly makes no sense to me to be brand loyal to any big company. You might like and even prefer some brands and ecosystems over others due to past experience, but they are ALL in the business of giving you the business, so to speak. It would be incredibly naive to think any company gives a care in the world about you on a personal level. They don't. They just see $$$ signs when they look at you. Business is business. It is all about making the most profits. All companies will do what they think is best for increasing profit, and that usually means we get fewer perks as time goes on. It is the old bait and switch. Pretend to love the customers, give them what appears to be great deals and perks, then after you have a huge customer base slowly begin pulling back on the perks and raising the prices and fees. In other words, the big companies can start out with lower profits to build up a huge clientele, then start charging more and giving away less until their profits soar. If I'm not mistaken, Amazon showed nothing but financial loss for the first several years of their existence. It was planned as a necessary route to eventual profits and market domination. It worked.