Contour seems to be expanding and they do serve some routes into major hubs like ORD so I think it's not a bad partnership. If bookable on Alaska or AA in some cases why can I never seem to find award flights on those routes, yet? I keep trying.
It's also an interesting booking backroom setup I'd imagine. So Alaska is buying those tickets you book (making a profit) I assume so is the price higher than just booking on Contour? and is that profit more than the value of the Alaska miles you'd earn by booking through Alaska instead? In addition, Alaska then purchases the ticket from Contour who pays for the charter aircraft, and the public foots part of the bill as an EAS route.
As a consumer that is somewhat near a Contour airport what I really want is a way to redeem Alaska or AA miles on Contour as a positioning flight to a long haul award to Europe or Asia. I have yet to be able to make that work. Imagine parking for free at one of these small airports near your home and jetting off to Paris instead of driving hours to a larger airport, paying a fortune to park, and maybe even having to stay the night prior.