I'll read an article like this one to see if I can gleam anything useful from a sales or marketing perspective.
I was just commenting on the OP bold assumption that we're all the same, even to the point of ridiculing my mother in law. A strange article.
My story: any time I go into BBnB, I carry a stack of them in my back pocket. One never knows when I might need one, right?
One day I went to BBnB looking for something specific, but didn't find it. As I was roaming the store, I came across a dear friend of mine, who was headed to the Wedding Registry department. She was getting married soon, and wanted to buy some high-end china (dinner place settings, I guess; I'm not into that, so pardon the lack of vocabulary). I went along with her, chatting, catching up.
The settings she selected were $120 each. 8 sets: $960 total.
Then I realized that the lump in my back pocket was a thick wad of BBnB coupons. I whipped them out, and we were able to knock $24*8 + some more off the total price. The best part is, these coupons stack. I think I had a 20% off entire purchase in there too. She saved a ton of money that day (well, she spent a lot too).