You definitely got half of that right.
The first, though...do they? That'd be an interesting poll. Anecdotally, I'm not sure customers do want any of that, and I question how the service provider came to that conclusion. I for one don't appreciate the frequent calls from the 315-443- number (that I always ignore), or the clutter in my inbox, or generally any of that stuff. I want to trade $1,000 for two basketball tickets, some dirt-cheap price for three football tickets, and be done with it. Maybe that's a minority opinion, but I'm skeptical.
That's been a strong part of my point all along: this is an imbalanced customer/provider relationship; all the benefit accrues to SU, and it's weird that put-upon customers (who are usually quick to criticize SU over all sorts of perceived slights) would defend them.