In the planning stages someone must have taken their eye off the ball because the scheme mutated into something else - a kind of virtual economy in which the operation of the rewards programme became paramount. At one point, senior staff from Air Miles were brought in to work out why young people were earning so many points but seemed so unwilling to spend them. According to the report, only four per cent of cardholders regularly spent the points they had earned. So news in The Guardian recently that the Government is considering a new scheme will be met either with horror or as an opportunity to get it right.
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