Even 10 years ago parts of it were more exclusive than today: you used to need to pay for the Executive membership to get the monthly coupons and other offers t

Even 10 years ago parts of it were more exclusive than today: you used to need to pay for the Executive membership to get the monthly coupons and other offers that all members can get now. I'm sure they crunched the numbers and realized they were leaving money on the table by doing that.