Some offers also seem to appear if you don't use your card for those purchases already. I often see Amex Offers for cell phone, cable, etc. companies. My Mom doesn't. The difference being I don't charge any of those to my Amex cards, they all go on my Chase Ink. My Mom has all those on auto bill to her Amex, so why reward people for what they're already doing? Just one anecdote but many of the lucrative offers seem to have some amount of logic behind them.