I would this a mutually beneficial endeavor more than a "free lunch." Ultimately there are real resources put in to make all these things happen: the business,

I would this a mutually beneficial endeavor more than a "free lunch." Ultimately there are real resources put in to make all these things happen: the business, bank, network and consumer all have costs here. None of it is "free," it just has a benefit to all parties that is greater than the costs, which is why they all agree to it.