I completely agree.

In an effort to help others, here is a summary of the article as I understood it:

Loyalty cards from supermarkets and other merchants do nothing to instill loyalty. Doing things that provide value to others is how you build loyalty. For example, Zappos linking their customers to their competitors when out of stock of a desired shoe, or the author providing his users with a data export feature from his application.

Hope that helps. If it did, feel free to give a quick upvote.

I think the writer initially started out with the idea of what makes a brand/company more attractive to it's clients and are able to retain their loyalty while the others are just a part of the herd. But he deviated a lot from the topic and mentioned his product "Draft". I checked out https://draftin.com/ , it is for sure very simple to use, but I am not sure it is useful for most people. This could have a more suited title in "Are Loyalty points really buying Loyalty?"