I'm all for airlines finding ways to get profitable. It's all about bringing in more revenue than your expenses if you want to turn a profit, if I remember my college accounting classes right. The equation gets a little more complex when you have to start factoring in where a price point actually starts losing you money. For an overly simplified example, raising a North America - Europe economy ticket from $1000 RT to $3000 RT 10 months prior to flight may or may not fill up the plane. But will you sell at least 1/3 of the seats that you would have at $1000/seat? (I recognize it is very much more complex than that, but stay with me for the example's sake). Elite Maximizer may be one of those programs. I can buy 20K RDMs and EQMs for $1400 right now. For me, it still doesn't make sense as I don't see myself getting $1400 of value out of that proposition. If it helps me avoid some baggage fees, then I can rapidly get $150/bag value out of it. If I buy enough EQMs to get Gold status, I could argue that the extra RDMs I earn could pay off (100% bonus on flights versus 25% as silver or 0% as non-elite). If I buy enough EQMs to get to Platinum status, then I could argue the regional upgrades I achieve are worth something also, but now we're talking about some pretty serious cash out the door, if we assume I'm starting without status and am simply buying my way to status. Anyway -- all of this to be said that, at least early in the year, the Elite Maximizer does not seem like a good value for me...at least not in any large quantity of miles purchased. Perhaps if I was close to the next status and could buy just a few miles (which I am aware you can force the system to price for you), then it might be worth it. I just wonder if anyone else can make the math work in their favor for large quantities of miles purchased. I can't, though I tried to. That being said (and back to my opening thoughts), if the price per EQM were significantly lower than the current ~7cpm that it appears to be on my reservations, then I might be enticed. But would United's decision to lower prices of Elite Maximizer that much cause an influx of new elites that would actually hurt their total revenue because current elites would choose to fly elsewhere? After all, revenue would likely be greater than expenses for Elite Maximizer still...expenses are pretty low for UACO.