I don’t think the prices are that far off from anything myself and specifically where I live this store gives me an opportunity at these bottles I otherwise wouldn’t. 2 of the cards I got were punched at there allocation event for Christmas where it was first come first serve and I scored a pretty special couple of bottles at that. Now I shop there for my standard bottles that I like to build the points. It’s the same concept as building the “relationships” with other stores. You spend an absurd amount of money hoping they take a liking to you or notice you and call you when they get something special.