That would be $11,000 per rental, in addition to whatever they collect in the way of commissions from the "partners".
Even if they bombard people with junk mail from their mailing list - assuming twice a month to every single person on that list (which is an incredible overstatement, to say the least) you're talking about a quarter of a million.
Still defies logic that corporate policy for Amex would be dictated by a potential earnings of 250k, when they make more than that everytime each of us sneeze...
The chairman earns more than that himself, every week...
Amex's gross profit last year was 31.5 billion.
This entire program (assuming they sell the comprehensive list in its entirety twice a month) would represent 1/126,000 of their earnings. Or 0.0008%
I'm sure there are other reasons for offering programs and "benefits" - but forgive my skepticism that the reasoning behind this gem is simply to earn (up to) 250k a year...