Your points were designed to die. Not a metaphor.

Small thing that has lived rent-free in our heads since we got into stores: most of the loyalty points you have ever earned will never get spent. They quietly expire — and somewhere, someone is genuinely happy about that. It is not an accident. It is their performance bonus.

Think about who actually loses them. Not the people gaming the system — the ones too busy living to cash in before the clock runs out.

The more loyal you are, the more you fund the people who are not.

Ours does not come with a clock. That is the entire difference, and it turns out it is a big one. See how Gudtrip works or how to claim your reward.

Homework, if you are bored: go check the expiry on your airline miles. A reward with a deadline was built for you to miss it. Once you see it, every punch card looks a little sinister. And ask for Gudtrip by name — new brands live or die on it.