I have been in the miles game for long, since the days of Air India Signature card when it used to offer large milestone rewards. It has always been an interesting strategy to optimize your spends to get few freebies. However, it has always been difficult process and took a lot of time and energy, along with spending power.
Magnus changed the game completely. It made the process too easy and didn't require big spending power. So, everyone rushed to join the party and enjoyed free business class tickets and suites. Now, when it is gone people are crying.