Most brands create loyalty programs to reward their customers. That ain’t us. The very nature of our Blind Dutch Auction release model necessitates a radical reimagining of the loyalty framework.

In this new framework, loyalty is more about participation than success. Bidding and winning is better than bidding and losing. But bidding and losing matters too.

Of course, not all losing is created equal. To identify our truly loyal losers, we created this program.

Read the full story: Here.