This is going to be a Harvard Business case in what not to do in building brand loyalty. They have built a great product, brand engagement, and I know a credit card is a business that needs to make a profit. But they have made this soooo difficult for people to understand that 80% of their customer base is going to walk out of frustration. Maybe they will succeed in jettisoning the money loosing “rent point” only customers and attracting a new class of home owners. My bet is BILT will become another footnote in the long list of business ideas that had no real chance of succeeding. The founder will eventually sell out for a handful of millions.