Yes, thas a high upfront fee but youre getting 500 bucks back every year in credits. Airline credits and Hilton credits.One trip could easily give you 450 bucks in value. Free breakfast for an entire stay, room upgrades, late check in, late check out etc. If youre looking fo rvalue in a hotel credit card, the Aspire is definately hard to beat. It pays for itself. I went with the Ascend as I already have the Platinum and vlaue wise, it doesnt make fiscal sense to pay for multiple premium cards around the 500 bucks a year range.One is enough for me. The Aspire would be my one if I didnt already have one, simply because of my relationship with Hilton.