It most certainly is something new. Hard to describe in ways most consumers have grown accustomed to. I suppose it's much like buying tips in advance, then handing it out over time. It's not much different than if someone were to charge a prepaid debit card, then make small purchases. But then it's more like buying a membership that grants access to products and services. Plus you get your money back, plus some, if certain criteria is met. The consumer needs to be reminded they spend the money anyway but this time around they're given rewards, plus the chance of having their money back. Honestly, I've been trying to wrap my head around it for years. It's like knowing a word, it's on the tip of your tongue, but for some reason it's not coming out. Cooperatives exist in this world. I can buy groceries and fuel, then get a quarterly share of the profits, provided I sign up, pay for a membership, and buy products from that establishment. It's similar to that, yet new.