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My GF has a Carnival card. The rewards are useless to her, so she tried converting to a cash back card and she was declined. She called a few times and every rep said that she'd need to apply for another card because they don't do product changes.
No dice for me either, only Apple to Apple products. I wanted to convert my Juni into the Choice Hotels Visa Signature, and was told they don't do PC's, and i could apply right there for that card. I said no, and i didn't need 3 barclay products. In any case, i believe that 2 is the maximum you can have with them, although a few here might have 3. I wanted a hotel card with Signature benefits, but BOA took care of that for me, and i would have lost my 7.99 rate anyway.
Ouch, that's too bad. I wanted to switch my LL Bean card to a Barnes & Noble. I could've sworn I've read of people doing this...unless I didn't realize they were all switching Apple cards.