You're right - Greenpoints should be both more respectful in their interactions (isn't it called customer service ?) and worried about their reputation.

Since I doubt they make a profit, what they are trading in is their good name - building market share, customer loyalty, and a good track record for the long run.

Amazon.com is the best example of a path-breaking company that is only now getting toward profitability. They got there by reliability and trying to give customers more than just another bookstore to shop from.

I'm sure what Greenpoints did to you is legal and probably not fraud as they reserve the right to alter or terminate the program and your points at will, but it sure is unethical and incredibly stupid.