I reckon of COURSE everyone WANTS premium rewards - I mean that's a no brainer. I think the point is that many regular members of QFF are more realistic with what they can attain and wanting to attain. Don't play the churning game or have high spend with big points balances and probably have the aspiration to get "some" value out of these points. Like taking the kids on a holiday to the theme parks or perhaps to disneyland. It's a stereotype for sure, but probably not too far from the mark in a general sense. There was a thread on AFF recently regarding the best use of 50k points to potentially get to Asaia iirc. That was talking Y. Many folks here probably consider 50k points to be pretty small amount but we have to remember that to mny that would be a fair sum, and represent a fair deal of saving. I guess it's all about perspective isn't it? Many of us (myself included) come from that of being used to premium cabins, lounges etc. I try and put myself into the shoes of others though and consider what realistic goals might be. Years ago, I upgraded my (Bronze, rarely flies) sister on some domestic flights. As mundane (to many of us) as you can imagine. She came back saying she "felt like a princess" and many might scoff at that, but that is where her level of experience and expectation were (so it was a delight to me to give her that simple pleasure
). There was a lot of excitement yesterday for the people getting on that A380 MEL-SYD as a oot of "free upgrades" to Business even on that short flight.
Yeah, your QFF member with a few kids and 50k points would love to sit in J to go somewhere, but they also probably want to take those kids on a special trip someplace with those points - and that's a totally different equation to many of us but I dare say quite common spread across the 15m QFF members out there.
There's the apsirational and then there's the "I will never be able to fly First Class" notion.