Or insurance companies, or airlines, hairdressers, washing companies, and, and, and... Their still a business. Good business practice is to reward EXISTING customers for loyalty as well as making good sign up deals for new customers. Servicing both bases ensures a sustainable business model. If you just focus on just the one end you will see diminishing returns on the other base. Rewards and Recognition is the most well known method of ensuring growth for your company. Business is business. No matter if your an electronics company, a sports franchise or a pet parlour.