As one of the more simple clients of Airmiles, the loyalty program worked well in the beginning.  I would carry along my card, use it at the gas station, LCBO or other retailers, and when 25 miles were accumulated I would redeem it for a 2-for-1 movie pass.  I'm sure there were tens of thousands (perhaps more) clients who did the same thing.

When Airmiles started cutting off the simple rewards (or making them cost more in miles), I would like the program less and less.  It seemed like I was not the client Airmiles was looking for.

When Airmiles moved into the "cash" vs "dream" categories, forcing me to choose one or the other, then made it impossible to accumulate sufficient dream miles for simple rewards, I became vexed.

But when I was left with 29 cash miles and 229 dream miles and they were to expire soon, I quickly changed my Airmiles credit card and made my wallet a little thinner.  

If I were one of the Airmile partners, I would carefully look at my falling sales figures..