Frequent-customer plans should be regulated. If you're going to jack up the price to cover some optional annoying plan that is based around everybody carrying yet another stupid card in their wallet, the least you can do is not be allowed to just arbitrarily enforce some expiry date.

Many people think these things are just 'free gifts', but in reality we pay for them, is it just another excuse to raise the underlying prices. It's easy money.

If they're allowed to 'tax' me to reward frequent customers, at very least I expect them to honor their commitments for as long the customers are willing to continue engaging with the company. Yes, it's expensive to maintain these stupid schemes for years and years, so hopefully it convinces a lot of businesses to stop with these crappy programs, since they are just alternatives to actually providing value at a fair price.