Telecoms operator T-Mobile awards its loyal customers with a loyalty discount. All business customers - big and small (starting with 5 people businesses) - get 1% extra discount to their user costs every half year (tc, Dutch). Brands have more and more trouble to get new customers through campaigns. The old paradigm 'it costs 5 times as much money to get a new customer as opposed to keeping an existing customer' is intensified by this development. Brands therefore will more than ever pamper their existing customers. This is an example of that.