And it's more than just surveys and e-mail click-through. I went through MyPoints instead of e-bates for more than $2500 worth of hotel bookings for this summer because I wanted the miles instead of the rebate. So I booked expecting to get X number of miles when I finish the trip in June, and now I'm not. There are other times when it's a choice between using MyPoints and Swagbucks as a shopping portal, and while I don't find SB's Southwest GCs as useful as miles in a more widespread program, SB has actually made redemptions cheaper in the past year and a half, not made them more expensive.