Best "Bang for your Buck"? What card to you use?

Question
Fortune had an article decrying the use of credit cards geared only towards airlines. There were some good points made however I don't go to hotels much and many of the European Pensions do not accept credit cards so I do like my airline-specific card.
Getting a free ticket is not top of my list. I use my ff miles for upgrades and IMHO that is the best "bang for my buck".
What do other frequent flyers think? What do you use YOUR points card for?
The article can be read here: Best Travel Cards (http://207.25.71.61/2006/03/31/pf/goodlife_fortune_travel/index.htm)
"Open up your wallet and look through your credit cards. Now take out a pair of scissors and cut up the ones with the name of an airline on it.
Yes, that's right. Forget all you think you know about getting free travel rewards and listen up: Airline frequent flyer credit cards are a bad deal. And that's not only because of high interest rates and annual fees.
It's because they give you little bang for your buck and limit your options. Airlines are flying fewer planes with cheaper fares, while a record number of people are accumulating countless frequent flyer miles. That translates to fewer available reward tickets that are worth less and less. Plus by earning miles on one airline, you're severely limiting your options for your next vacation."
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