I think this is cool way to get people back in the store who haven't been shopping. It's a great marketing tool. I defenitely see why they aren't sending to people who spend, because those are shoppers that are set, who already spend in the stores. They want to bring IN more people to spend. It's NOT a reward, it's a BRIBE. It's not a punishment if you don't receive one. You get rewarded every time you shop - when you give the MA 14$, guess what you get? A LIPSTICK! Or a LIPGLASS! But if you maybe had a bad experience at MAC, or don't go there anymore, or go to another brand for your makeup, and you randomly receive this in the mail, what might you do? Think, "Man, this is cool! I'm gonna get a free lipstick! Come to think of it, I do like thier lipglass/powder/foundation/whatever, I might pick one of those up." BAM! Mac gets another customer.