Marketing people certainly know about, and strive after, loyalty. They know that the cost of holding on to customers – the so-called loyal repeat purchaser – is a fraction of the cost of finding new ones. So they try to lure you in, then handcuff you with schemes that, at least to the cynical, are a very bad deal.The word loyalty seems wholly inappropriate for some schemes. Loyalty,you see, is a two-way process. Further, it is about honesty and trust and honour. How different from reality.