Tech people often think loyalty plans and similar schemes trade valuable data for a price break. This is very rarely what is actually happening. Mostly, it's trading a de facto purchasing commitment for a price break. The firm wants more share of wallet/spend from you.
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This should be extremely obvious to folks who do B2B negotiations for e.g. software, because literally the first thing you'll get asked for if you want a price concession is "OK, can I get a contractual commit to a term and/or spending level? Happy to trade that for unit cost."
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But data is nonrivalrous. They can optimize their relationship with you and also sell information to actors in other sectors whose use of it they don’t expect to cannibalize their revenue from you.
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