To me, this sounds like a big data play, except in this case the company is getting the user to cover the cost of acquisition. I imagine the actual cost of production on a card like this being well So now, I have something that collects and unifies data across multiple purchase vectors, sending that back to a single source. In other words, I've paid for the privilege of helping another company get the same sort of insight that mint.com was building, except that I'm also including loyalty data.
Colour me out.