I was just reading a great little blog post on Jay Weintraub’s blog, about incentive marketing, and though it wasn’t the focus of the post, this bit jumped out at me.

the real genius is Capital One. Their Card Lab might looks silly, but they understand that perhaps the best way to gain not just an active user but a truly active user is to have them develop an emotional attachment to their card and want to use it instead of another card sitting adjacent to it in their wallet.

Never really thought about the Capital One card customizations as having that effect, but it is in fact brilliant.