How this works in the free gift card world or for example Groupon. You have to have a expiration. The companies giving FRZT the cards are at a discount and need frequency to redeem. It's a know fact that gift cards in general as gifts only have about a 30% redemption rate across all industries. If these don't expire they build up and become a outstanding liability on the balance sheet. It's like inventory sitting on a shelf. No good. Glta.