Living in the UK, I didn't realise rewards were such a big deal in the US. I'm shocked at the resistance though, to me,, its a no brainer to just be charged less in the first place rather than have to keep track of some silly reward system to get back the extra money that they charged me. It's the same reason I prefer Aldi to all the other supermarkets, that make me keep track of some silly reward scheme, plus use my data to sell me more stuff to boot.