That's a point, not the point. Increasing the happiness of your best customers pays dividends that are not purely transactional. There used to be more business travelers who could be induced to get a $1000 reward by spending an extra $3000 of their employer's money. There's less of that these days because the employers have gotten smarter. So people aren't going to spend $3000 more to get $1000 in rewards, and giving people $3000 in rewards to get them to spend $1000 more is a losing proposition.