I don't see the problem.
Affinity programs can be very effective. I do go to Marriott chain hotels because of my status and special treatment. Same for AA. That's about $20K-$50K a year for each. Even the local sandwich shop has a "club" that gives me a free sandwich after buying 12 and my car wash place a free wash after 10.
if I was a coffee junkie, why not ask that my continued and longtime patronage be rewarded? Especially now that the coffee space has become competitive.
I used to, until they went non-smoking. Hell, I was platinum. I normally don't smoke in my room and try to get one with a balcony or close to an exit, but in Fairbanks, Alaska? In March? When it's -38?
I still have Choice Rewards, Trip Rewards, Marriot, and the Holiday Inn reward system. I still have about 110K on Trip Rewards.