For a decade before last year, I used an Amex card exclusively. Then I switched to a Sapphire card for the great signing bonus and better rewards. (It's also metal, and as much as I'd like to pretend that doesn't sway me, it does.) Now I find out that this is a "thing" and that I'm just another part of the overall trend.
Oh well. If Amex successfully counters this move, I'll happily return. Their customer service has been spectacular the few times I needed them.