What I see is that REI is a shining exception to the "gotcha capitalism" practiced by most large corporations.
If a customer pays for a piece of merchandise AND the services and contractual rights (warranties, promises, etc) that are part-and-parcel of the sale, then the corporation isn't giving away "freebies" at all. The customer paid for those so-called "freebies" when he bought a product sold with a bunch of promises attached.
It is the corporations that don't want to provide the services or warranties or promises that they sold, that get the freebies, when they charged money with no intention of honoring their promises.
REI happens to be a stellar seller that honors the promises it sells, and as such reaps the reward of greater customer loyalty, higher prices, and greater sales.
But shame on those corporations that sell "talk" and then don't "do." They get to choose what they promise, and if they promise lifetime unconditional no-questions-asked warranties, then they need to live up to them, no questions asked. Like REI. Otherwise, THEY are getting the freebies.
RainMan
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