I use grab extensively in SEA and they have a rewards program built in. Generally shun company rewards but I didn't mind their system. Sample size of one but

I use grab extensively in SEA and they have a rewards program built in. Generally shun company rewards but I didn't mind their system. Sample size of one but having gold status did seem to get quicker rides in peak hours. The points you can cash in don't add up to much, get a free or discounted trip every now and then. They also offered food /cinema vouchers etc. Overall it's ok, you can't opt out but no one is forcing you to use it. Your arguments are probably right about the downsides but is it truly uncommon to treat higher spending customers better? They aren't a public service.