I think the writer initially started out with the idea of what makes a brand/company more attractive to it's clients and are able to retain their loyalty while the others are just a part of the herd. But he deviated a lot from the topic and mentioned his product "Draft". I checked out https://draftin.com/ , it is for sure very simple to use, but I am not sure it is useful for most people. This could have a more suited title in "Are Loyalty points really buying Loyalty?"