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I've seen Lexus sponsor parking lots or garages at sporting events, and lexus owners get to park for free. everyone else pays full price

Yeah, but this is like: only allowing people with Lexuses to enter, everyone else... just can't get in.

You can still pay by cash, no?

Are those like coupons you can redeem for things? Many people have not used cash for years.

Most people have never owned a Lexus.

And that's exactly the type of positive marketing that works! Give something, and people will like you.