I think this program just needs some consistency and management. I've been a customer since 1995, signed up for the program online, and never got a reward. Even a gesture one like a free PPV. My parents got free upgrades, free movie channels, etc, and they signed up 5 years after I did. I finally sent an email to Directv, and was offered an upgrade to an HD DVR for $99, with a 2 year committment tagged on (I should offer the disclaimer...I was given free Showtime for 3months, but I think that was more a function of the fact that I sent a email about the program, not part of the program itself. CSRs seem to give away Showtime like water...I got it once because I was on hold for 10 minutes, and I didn't even complain about the wait.) I didn't really feel a 14 year customer should have to pay to get locked in for two more years. If they had offered me 5 PPVs, or a couple bucks off my bill, I would have been much happier. As it is, I got angry, because that seemed more a retention ploy than a reward program. And a reward program fails when it becomes an issue of itself. This program is just that...its a program by the company to retain customers. There is no jolly old man in a beard and a red suit randomly picking out the "nice" customers from the "naughty" and opening up his personal wallet to send gifts. And that's fine...credit card companies, car companies, fandango, all sorts of businesses have these programs. But, if they aren't conisitent among all the customers, it causes the kind of confusion and anger that's here. When I had a discover card, I got back MAYBE $2 a year in my "cashback bonus." But, that's okay, because I never had to monitor the program, never had to email "where's my bonus", and never found out my neighbor/parent/friend/co worker got a better deal than I did. They did what I signed up for, and all was well. Wouldn't it just be easier to give everybody a small premium, than create "haves", "have nots", and "XYZ got that, why am I stuck with this"?