As big brand stores partner with banks to issue Rewards Cards we continue to see an increase in competition to provide better Reward options. The bottom line is merchants pay for these programs through processing fees. The people use these types of card the more rates will rise.
We are in no way trying to discourage any consumer from using such a card but merchants must at least understand that the more often these are used, the more processing fees they will pay.
The basis of our program strives to create balance and no penalized card paying customers but only make them responsible to share in the increase of cost as they use more of these types of cards.