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Their great idea is a standard loyalty program?

No, wait, it's a loyalty program that rewards you for loyalty to any merchant in the program... So, not really loyalty. More like happenstance.

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No, you are only rewarded at your favorite merchants. Topguest identifies the merchants you frequent most based on your check-ins, and selects your top 3 most visited local merchants and begins giving you bonus points for that loyalty. Not every merchant, and personalized for each user

I'm not sure that's any better. If I'm loyal to 5 different companies, 2 of them basically get me nothing, not matter how good they are. The fact that I get nothing, when others reward me, will eventually cast a shadow on them... And it's no fault of their own.

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