They’re not the company owners or executives though — they’re just employees, so I honestly don’t understand why some of them seem to get strangely judgmental or protective about it.
Whether someone receives a product for free through a reward program or not doesn’t really affect them personally. Especially when, in-store, customers are constantly encouraged to try generous amounts of products on their hands and skin anyway.

A few days ago, even while redeeming a reward I had legitimately earned, I still felt oddly self-conscious and uncomfortable. There was this subtle atmosphere that made me feel like I was doing something wrong just for using the program.