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Your read is exactly correct - the frequent flyer costs aren't 'fully loaded', and accounting rules in the US have changed to more fully account for these costs.

That said, the logic behind structuring the rules this way isn't completely crazy. Essentially, award seats are intended to be seats that the airline cannot sell to paying passengers. Since those seats would otherwise earn the airline nothing, accounting for them on a strictly 'found-money' basis makes some sense.

This sometimes creates amusing situations when new loyalty program managers look at their margins and conclude massive sales make sense. For one example, see below - Garuda selling ~$20,000 first class tickets for ~$200 worth of points. On an internal accounting basis, this was still profitable for the program!

https://onemileatatime.com/garuda-indonesia-first-class-awar...