Good article which will yield different viewpoints.

One thing - the Delta devaluation is not a strategy that will last long-term. It amazes me that companies forget that the economy will go through another downturn and that is the time when those same companies will be starving for customers...any customer. The short-term changes that alienate long-time customers does not provide for long-term loyalty.

During the 2008 to 2010 recession, we were busier than we had ever been during our history because merchants were begging to get access to customers and would be willing to offer pretty much anything to increase their brand awareness.

Can't wait for the next recession! : )