I don't believe that the businesses are an extension. They buy the awards and give them as an incentive since they know that is what people want. If we were collecting S&H greenstamps instead, they would purchase large units of those. In most cases the airlines say they are NOT responsible for what these businesses do and will refer you right back to them when something goes wrong or THEY (the other businesses) don't send your miles to the particular frequent flyer program. Another example is there have been some holiday promotions giving away $10.00 Toys R Us Certificates with purchases......but it is made clear that Toys R Us has NOTHING to do with the promotion or any affiliation with the other company. These companies are simply giving their customers what they want. They may get a discount from Toys R Us for buying them in bulk, but that is it.