It depends from the point of view, for example if your point of you is that AF/KLM is the one that needs our business then everything changes.
In my business if I want to attract a client I will try to give him something better than the one he/she already enjoys. I will not try to attract someones business by giving him a worst product and worst benefits.
(In the bmi’s case I say worst product in terms of route network/lounges)
I could buy a bmi ticket sometimes but there is a huge difference from making them my favorite airline.