Loyalty points are war. In one corner we have the marketeers offering us every kind of promise. In the other we have the consumer- peering out curiously and occasionally darting out to grab this or that free thing without ever signing the dotted line.
Which side wins? The one who plays the game most seriously. The picture is of a 'free' cup of coffee I had from Waitrose recently. Was it really free? I had to buy something to qualify and settled on a bag of pasta.
I could just as easily have bought a single Brussels sprout for a penny. Some people do this.
I guess I am playing to win- but only to a degree.