You can't look at it that way. Burger joint customers are not playing competitivly. If you looked at it from a sports theme of giving the original teams homefield advantage all the time for being the first teams in a league etc. You have to look at it as a competitive stand point. If they want to give all of the "original" people a 10% discount or an extra 5000 platinum that is fine by me. But don't give them an advantage that others cannot obtain.