They also take a percentage of every transaction. Your ‘reward points’ came out of your own pocket in the form of credit card processing fees that are baked into the price of everything you buy.

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the ways in which you can improve your score - are extremely clearly advertized.

They are for the “credit score” they give you. There’s dozens of different credit scores that different lenders pull though. Ones that are specifically curated for their needs and that you’ll never see.