Some businesses have business models that accept coupons or sales of competitors. This is less expensive than advertising because the customer has gone directly to the vendor.

Airlines work on very tight margins and the flight miles are actually fees paid to them by credit card vendors via purchase fees that vendors pay credit card companies. This is how FOLD is able to give a percentage of sats for debit card purchases. This Fiat funding allows the Airline companies to front run inflation but only with loyalty of customers.