The carrier claims that it is “part of a continuing effort to offer customers choice and flexibility.” In this case, that means offering Mileage Plus members the option to purchase double or triple the redeemable miles they would earn on an itinerary. (You still get the base mileage for the price of the ticket.)

Award Accelerator miles are not Elite Qualifying Miles (EQMs), though, which is par for the course. They must be purchased online at united.com (via easycheck-in), and once purchased are non-refundable. It takes 48 hours for miles to post.

On the face of it, there’s nothing wrong with this offer. It’s yet another sign that United, like every carrier, is looking to sell anything it can to raise money. However, if the program proves popular it will dilute the value of members’ existing miles—just as the rounds of new stock offerings by major banks are diluting the stakes of long-time shareholders.

But we see an ulterior motive here: Getting Mileage Plus members accustomed to paying for miles on a trip-by-trip basis. Could the long-term goal be ending free mileage? Maybe in the future you’ll only be able to accrue miles if you pay for them? The end of loyalty programs as we know them? Call us paranoid, but….