Credit card rewards have gone from being only air miles to travel miles to gas rewards to luxury incentives and, more recently, to actual cash back. The reason for this incredible surge in credit card rewards is the proliferation of literally dozens of credit card companies and hundreds of credit card offers that are stealing business away from the big, established issuers.

Credit card companies now have to fight for customer business and then have to fight again for customer loyalty. In the past, customers were honoured to be given the privilege of owning a credit card - not so anymore. With credit being as accepted in our society as hard cash always was and still is, new credit companies have sprung up everywhere - offering clients better rates and terms. Soon, customers became wise to the fact that they now wielded power. This power they used by showing the credit card issuers that if they were not happy with the service they got in one place they could easily close their account and go somewhere else. Credit card issuers then understood that if they wanted to keep their existing customers and get new ones they would have to make their card more attractive than all the others; and the best way to do that was to offer incentives and rewards.

Today, there are such fantastic rewards that choosing between one card and the next can sometimes be difficult. People who enjoy books can choose to get a booklovers card that gives them free books after collecting a certain number of points while those who drive a lot might want the gas rewards card. Whatever your wants and needs, there is probably a reward credit card that will answer them.

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