For example: there are programs that allow customers to earn points for following a brand or for writing a product review. This sort of bribery usually attracts the least loyal - and least valuable - audience who is mostly interested in the positive transaction utility and has a low brand investment (once they claim a reward, they can unfollow the... See more

Tokens may represent a net positive for consumers by reducing switching costs between platforms (incentives for early adopters). Low switching costs increases the emphasis on building good products that retain users.