WCMO is the handcuffs
Looking at prices of flights, most in Business. Some of the prices are quite attractive - not say bargain basement cheap and not say world class product, but you'd look at it and go, "That's a decent price".
Problems? Handcuffs are real. I have a foot in each of two alliances and Velocity, but some of the options are airlines that aren't alliance aligned, or are a member of the third alliance, of which I have no stake at all in.
Now one would say that handcuffs are not real and you can ignore it all and fly whoever the hell you want, status and redeemable miles be damned. There's more than a few pundits out there spruiking that, and the case becomes all the more powerful if you have lifetime status and/or your budget is such that flying premium cabins is very normal (including First Class).
For the rest of us, there is a dilemma. Do I sign up for a programme in the alliance so I can credit this flight (and when would I use this programme again), or do I just forgo it and settle with myself that I got a pretty decent deal?