As they spotted their names on the Olympic Medalist board, indicating where to find their waiting car, Laura and Andy couldn’t help but notice the long lines at the Enterprise counter. Enterprise had changed its customer rewards program several months before. On July 5, 2012 , it announced that its “regular” customer would receive free rental days on any car, with no blackouts. It also announced a perhaps more troubling aspect of its new program: a shift from rewarding days rented, the common practice in the industry to dollars spent. Because frequent travelers typically spent more for daily rentals, they would earn free rentals faster-and more often.