The funny thing (to me, at least) is that clearly the travel credit is intended to force you onto Amex travel and "explore the great offers and services" that they offer- NOT. So instead of enticing members to use their travel services, it makes it very clear for all to not touch this unless you want to use the credit which is the total opposite of what is intended.
Related but slightly off topic: Amex seems to be very very good at hurting themselves in this way: I attended Fair Day in Sydney last weekend which is a market stall style charity event associated with the Sydney Mardi Gras, Amex being a major sponsor. So there were Amex logos everywhere, an Amex lounge, an Amex stage and so on... But nowhere, literally nowhere at the entire event did they accept American Express cards. "Everything but Amex", "Sorry, do you have a Visa or Mastercard?" they said while wearing a T-shirt with an American Express logo on it. You seriously cannot f#$k it up any better if you ask me!