Heather knows the real reason for savings cards (re: the entry entitled "the world today"). Safeway is essentially paying you for your information. Assuming you go in knowing what you are buying before knowing there's savings on the items in question, of course. (Otherwise, you're a schmuck, and they're paying you to get in the store and buy crap you don't need.) Lucky me has a card that's still registered to "New Customer" at an address and phone number both unknown to me and Safeway.