Emirates Senior Management see Skywards as a cost center, and have no idea of the concept of loyalty and how a true Airline FFP should work. The view from the top of EK is that the strength of the network along with a reasonable on-board product, negates the need for a real FFP.
I would not invest too much in Skywards, it is only going to continue to go down hill.
I would not invest too much in Skywards, it is only going to continue to go down hill.