They pulled Priceline's membership for a short time and they straightened out their customer service.

The value of the BBB isn't in their enforcement, but in their database of complaints against a company. If I check a company and see that they have 33 complaints in the last year, of which 32 are unresolved to the customer's satisfaction, and check another company that has 2 compalints against them in the last year and both were resolved, don't care how much cheaper the first company is, I'm not dealing with them.

It's a shame more people don't check first.