Frontier EarlyReturns has begun offering members the option of buying or “gifting” miles online.

Under the new program, called “FastMiles,” members can purchase up to 10,000 miles per year (two-thirds of the way to a free trip) for themselves and up to two recipients. Miles run from 2.8 to 2.5 cents each, depending on the amount purchased – larger purchases cost less per mile.

Purchases must be made in increments of 1,000 by credit card only, and only online.

Mileage junkies will note that the price per mile is significantly above the 2 cents per mile “average” value, but will also realize that most mileage purchase plans purposefully bump the price to prevent the program from becoming a wholesale means of racking up miles.

Mileage purchase programs like this should be seen for what they are – an option to top off an existing account to reach an award goal. No reasonable person would shell out $250 to get two-thirds of the way to a free ticket, when, with proper planning, that same $250 would buy a regular revenue ticket to just about anywhere Frontier flies.