Any thoughts/clues as to what a Retailer pays Cartera for points with their portal partnership?

With a redemption rate of 78RR/$1, the book value of a point would be around $0.013. If I purchase something and receive 1k RR, what do you think the Retailer's marketing costs were on this purchase? Less than $13 due to benefits in wholesale pricing of points, $13 even, or more than $13 due to some perceived value-add of the portal?