And there were we thinking it was a publicity stunt - albeit a rather good one.
Callers were mainly interested in a zero-gravity flight - yours for just under 10 million points with celebratory dinner with a cosmonaut thrown in - but the credit card company reports that some members in Hong Kong have already accumulated the 60 million points required to claim the main prize - a discounted sub-orbital spaceflight for HK$524,000 (US$67,188).
The offer only applies to Hong Kong, so far, but if weightlessness doesn't appeal, the points can also be redeemed for 10,000 scoops of Haagen Dazs.
Meanwhile, Diary could not help, however, but note the resemblance between Amex's intrepid astronaut and Ogilvy PR head honcho Matthew Anderson.
And it might just be that the similarity is less than coincidental. After all, as Anderson's responsibilites within the known world continue to grow, perhaps space is simply the next frontier for his ever- expanding remit.