Starwood preferred guest(SPG) just made this announcement to its members:
"New! SPG LifetimeThe best things in life. For life. After 250 eligible nights and a total of five years of elite status, SPG Lifetime™ Gold rewards members with all the benefits of Gold status for life. And after 500 eligible nights and a total of 10 years of Platinum status, SPG Lifetime™ Platinum gives members all the benefits of Platinum status for life — the ultimate recognition. "