There are niche communities for almost everything imaginable.

Buy groceries? There are extreme couponer WhatsApp groups who don't pay sticker price for anything.

Shop on Amazon? There are Facebook groups dedicated to finding the best deals in given categories, reselling items for profit, getting free items in exchange for positive reviews, etc.

Like the great outdoors? There are message boards discussing every esoteric trail and acre of public land in existence, "peakbaggers" who want to climb every mountain in a particular state, etc.

There are even "inverse" FlyerTalks -- groups of people who love to travel, but eschew wasting time in airport lounges or staying at chain hotels in favor of what they view as more boutique or "authentic" experiences.

These types of groups represent a vast, vast minority of the larger customer base. So while businesses are likely aware of their existence to some degree (e.g., grocery stores know how many coupons are redeemed on a transaction, Amazon knows review trading exists, airlines have reps on FlyerTalk and can see some customers min/max points), most employees are probably totally unware, and those who are aware probably don't care in most cases as it represents a tiny slice of their customer base.