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I see AirMiles censored my previous comment so I'll repost it again. Why are they afraid for members to know this? Airmiles is not interested in listening to members on this issue. Why? Because they've learned how to make money off of members. I know from personal experience BW gives a 5% kick back for bookings linked through a 3rd party site. By eliminating BW Gift Cards they no doubt believe they can benefit from the kick back. At the same time eliminating the GCs reduces administration costs for Airmiles. Adding a $10.50 "Loyalty Fee" boosts the bottom line via a minimum maintenance automatic system. Also, they are probably counting on retiring a percentage of obligations for bookings that are cancelled but Airmiles not refunded. You are no longer a member but rather a commodity to profit off of.