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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"But if they know everything you buy then that is valuable." I mean, that isn't not true, but what's the endgame there? "They'll sell it to someone." Someone who can monetize it better than they do? But that's literally their only job.
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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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