Air Miles Currently Offers Consumers the Option of Using Points

Air Miles currently offers consumers the option of using points collected as cash when making purchases at a point of sale:

A) because forcing the collection of points in order to achieve non-monetary rewards did not effectively build brand equity among the partners.
B) in order to enhance the rewarded-behaviour mechanism.
C) because some of the partners would rather give out cash than merchandise.
D) in order to lessen the time delay associated with collecting points for big-ticket items.