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My experience of the back end of customer-insight-type systems is fortunately limited but there is almost certainly a little annoyance level setting somewhere in Sainsbury's Nectar-voucher system which organises the amount of irritation provided to each customer, including fiddling the expiry dates to coincide with taking a couple of extra-points-on-milk vouches on a trip to a branch which then turns out to only have the orange 1% milk in stock on which the vouchers are invalid.