Essentially for the same reasons that I pay for a small room facing the parking lot and I bother to ask for an upgrade to the best available room at time of check in.

Because the key folder says I am entitled to it. And I deplore USA today as a newspaper so even the smallest reward is better than getting it.

It may be silly, but I'd rather the key folder not tell me I was entitled to 75 cents, then for it to claim that I am and have it virtually impossible to get.

Although in all honesty I have not tried this since one time I realized that the desk clerk was going into her own purse for the money. I tipped her on check out to (more than) make up for it, but I still felt bad.