Frequent flier miles for Broadway

In another attempt to get more people interested in going to Broadway shows, the Nederlander Organization is offering the theater equivalent of frequent flier miles - a rewards program designed to give you more benefits for seeing more theater. Of course, the true beneficiaries of such a program are the people who don't necessarily care what the tickets cost because they're seeing every Broadway show anyway. Are they rating on a per-show basis or does the length of the performance/flight have any bearing? I think we all agree that a 90-minute show doesn't quite have the same bearing as, say, the marathon Coast of Utopia.