This is cheap marketing for CC. You guys should get that... if at the end of the day only 30% of those who got the points stay with CC, I think they have succeeded. Sure they will have their own margin - my 30% is just an example.
They have indeed boosted their profile since the program was US-only the last time they had it. This year it was opened to everyone worldwide. Don't you guys think there was a purpose for this?