To get to Platinum for the average traveller is quite an effort. Most companies choose cheap fares and are now moving towards best fare of the day, so the traveller often does not choose unless there is a valid reason. I have flown more Qantas than Virgin as the schedule is better and I have found reason to fly Qantas, but I have had more control recently with the recent Sabre disaster at Virgin and with booking issues was able to get them to move all my flights and other frequent flyers to QF. With BFOTD I was still able to achieve Platinum with both Virgin and Qantas within about 10 months, but that amount of flying is not exactly something I enjoy and the benefits of being Platinum, although diluted is something that makes it easier. We also spend a enormous amount on travel (We may book lots of cheap flights, but we also have a number of last minute bookings which are full price) so I think for Qantas it is something that they want to ensure it is achievable for a heavy duty traveller. I think the bar is where it should be in the current environment