Can we PLEASE stop calling them Loyalty programs and start calling them what they are - Rewards programs?

Loyalty programs reward loyalty. Sticking with a company even though they might not offer the best option at the time, we will help you out if you make sure you stick by our side.

Rewards programs reward Business. The more you spend, the better deal you get, or the more you get back. It emphasizes the dollar value of the business you do, not who you do business with.

I'm not arguing whether one is better than the other, but I am arguing that we need to call things what they are, not muddle the issue.