Celebrities get free gift bags full of stuff they could easily afford, in order to promote their brand. Frequent flier programs give out more bonuses to people

Celebrities get free gift bags full of stuff they could easily afford, in order to promote their brand. Frequent flier programs give out more bonuses to people who fly a lot and are probably rich, to incentivize them to fly more. Companies give price breaks to huge volume buyers. Is this behavior, in concept at least, not familiar?