There was a time the the only American Express card was green. Then the gold card came out and it was a big deal. Years later, the gold card became common and the platinum card was "by invitation only," you couldn't apply for it and it was a big deal. Now the platinum card has been around for years and they have come out with a new level to make people want one. Just a marketing ploy. Five years from now, the black card will be no big deal and they'll be deciding whether to call the next one emerald or white. 😛