Being in the biz of rewards and loyalty, we know how in the best possible way to incentivize users to complete specific desirable goals, with both parties receiving their “win” — that’s what the game of loyalty is about. If the benefit of either side is disproportionate, it inevitably gets revealed at some point in time, which turn out bad for everyone: either the program closes, or the program initiator gets backlash from the users, which we want to avoid at all costs.