As a consumer product it doesn't have legs ... and somehow, I'm not sure that the comment that how much costs are reduced isn't part of the litmus test rings true. The merchant partners involved will continue to make cost reduction the mantra behind all the fluff about this being good for the consumer across all cohorts ... as Rob says, it's basically a private network for people committed to a specific retailer who don't carry or use general purpose cards and want to receive discounts for their loyalty, almost like merchant-specific coupons and discount cards only for private label cardholders who spend at various levels. Even Macy's has opted to join a more robust loyalty program to augment their own efforts. IMHO, that makes the subset of potential users even scarcer than hen's teeth.