I don't think they _should_, I just think they _will_. Really, what international megachain wants people doing "social experiments" with their customer-loyalty infrastructure?

Because he gets a lot of free coffee rebates.

Why would they care as long they get 15 cups of coffee sold? And one person with lots of free coffee tokens is very less likely to use them all than various persons having them.

as a result of SB getting a lot more coffee sales.