LY--at least with respect to its loyal flyers--is, in economic terms, a relatively inelastic good, i.e. their loyalists will fly them with almost no regard for the price.
A corollary to that fact is that LY isn't required to be competitive with their hard product, soft product, or, as the case may be, with their frequent flyer program.
So, the people running the program aren't as foolish as the bloggers make them out to be... and are the ones getting the last laugh. Would you offer steak to someone who would eat your oats just as readily?
They have no business incentive to innovate or get ahead of the curve.