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The hoops are the way such discounts are made affordable. If you're not willing to jump through those hoops you pay more which then subsidize those discounts for those who are willing to do so or otherwise unable to afford the product.

Price segmentation helps businesses extract maximum revenue.

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Interesting point. So lazy rich people pay more. Although with the bonus cards, literally every regular customer has them, so it's the irregular customers that subsidize the regular ones.

The hoops may also be a way of circumventing legislation. Discount codes are not regulated in the UK, for example, but straight-out price discounting is.

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