I am not from the area so I don't know the stores, but I wish that we had a similar program in Cleveland. I shop at three different stores, depending on time of day, what I'm shopping for etc. I would appreciate if one of them would give a decent kickback of some sort. I would probably move some of my discretionary shopping based on that. I agree the payoff is low, but it's something and I think there are people who 1) have little to sway them so will incrementally shop at Shoprite and 2) it may stick in their head a bit more and cause them to shop there more. Just my 2 cents ( or .01 mile).