Actually, the rewards programs and the miles programs have always bugged me because the people who profit the most from them are the ones who probably need the help the least, and then the people who have less money end up paying more for airline tickets to compensate for the freebies (which are not really free).
I used to wait tables and every time a celeb would dine there, the restaurant would comp their check. That always used to bug me as well, not like they could not afford to pay their check.