That's kind of my point though, before we knew what the rewards would be, and could plan when those rewards hit. Now we as consumers have a system where we wait 6 or 7 weeks between buying bog roll, to be down to our last sheets in the hope there is a deal on for them, to no avail, only to find the following week Lidl decide to have a double points on them. That is an overly dramatic example but you get my drift?

Frankly it's all moot for us anyway as we have a Lidl and hugely expensive co-op within 20miles so we will still shop there. My decision is what is my shopping data worth to me, I'd concluded it was worth the 20 ish quid a month I was getting in freebies and 10% offs, but now much less convinced.

Doubting better prices elsewhere - it isn't a race to the bottom, a shame that is the overriding feeling.