I'll respond to it very quickly.
There are loyalty programs throughout the economy. At Carleton University we have coffee shops and they give out a card, which they punch every time you buy a coffee, and the tenth coffee is free. It's the same concept as getting a discount on your credit card. It's called discount for volume. If you patronize that business more than another business, I'm giving you an incentive to come back to my business over and over, and that's the value creation; that's the growth to my business as a business manager.