A ruthless policy blatantly focuses on retention of higher yielding customers?
Do you feel the same way about airlines with a biz class who allow priority boarding, more than one bag, bigger seats (or 3 seats between 2 people), or 'free' catering or the use of the lounge? Why shouldn't those who pay the most get treated the best or be provided the better services?
Why on earth should these high yielding passengers not be treated better? These are the people who make lots of money for you, year round. The once a year beach crowd are great, but when Chardonnay and Bradley aren't flying in winter because they're saving for Christmas, it's the business woman off to the mainland to strike a deal or meet clients face to face who pays the fuel bill in the quiet winter months.