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I really do not believe the twaddle some people write on this forum.

Having been the CEO of a worldwide B2C business which relied on loyalty in a highly competitive industry, I would have watched it go broke if I had adhered to the “don’t you people realise how expensive it is” philosophy being used as an excuse here.

This is not an organisation that is listening to its customers. It is one which is in denial, and which continues to believe its own b*lls**t.