Lost rental car points, airline miles, hotel points because I’m not travelling.
I think that sort of demotivates one to use that vendor’s services again. If I join your hotel’s frequent-guest program, then stay in a location for six months of a year, having all the points evaporate if I don’t use them or come back within a year is like saying “the year you spent in our hotel is not appreciated”.
One wonders whether this use of “gamification” will backfire and lose them enough customers to get their attention.