Those who construct loyalty programs

Those who construct loyalty programs through frequent-flyer points and the like, are merely trying to trap the customer. Loyalty must come naturally, not via points and schemes. If your customers are loyal to you as a result of such programs, then surely you realize that they are not loyal. Such schemes are tangible, and tangible things are susceptible to the law of annihilation. Anything that you do, can be matched by your competitor.