The industry is definitely changing and a growing number of consumers are no longer satisfied in having to wait for a confirmation response for their booking.  When a traveler is given the choice between two providers, it is clear from the Graph below that if you are not a Gold Medal Operator, then you may miss out on the booking and it will go to one of your competitors.

This report is a clear indication that the effort involved on your behalf to maintain your gold medal status is definitely worth while in order to ensure you are not part of the receding trend.