Why, if I must join a membership program for my hotel, airline, car rental, super market, pharmacy and ALL the other nonsense loyalty programs, why must they have insanely weird usernames that cannot be changed to something we can remember?!

W176F23G87B   How’s that to remember + the password to RENT A CAR!!!! My browser cannot even remember that in the auto save password file!!!!!

Come on.

Business Rule#1: Make it easy for people to do business with you.

Chris Reich