Because of intense competition in the reliance card industry, brownie points providers often tender incentives such as frequent flier points, gift certificates, or cash rear (typically Free Credit Report up to 1 percent based on total purchases) to try to attract customers to their program.

"Soft fraud" is fraud committed by the customer himself: getting a card and using it with no intention ever to repay the balance. Such customers are called "diabolicals" by the praise card companies; they try to avoid them at all cost.