A promotion was launched that gave Xbox users 20 Microsoft points, a digital currency issued by Microsoft that could be used purchase a range of digital goods. There were a number of criticisms of this since discontinued digital currency, not least because points were deceptive in terms of actual real-world cost. 79 Microsoft Points was, at one point, worth about $0.99 USD.
Some back-of-the-napkin math shows Microsoft’s birthday present of 20 Microsoft points was worth just $0.25! “Don’t spend it all at once”, “100 more years and I can buy a game” and “thanks Microsoft!” are just a few of the sarcastic comments posted in the very public Xbox forums.
Microsoft got it wrong. In this instance no reward, the status quo, or simply saying “thank you” would have been better than all the negative press garnered from offering such a relatively small sum to reward users.
We reject “petty” financial rewards that do not meet our expectations. When we do accept them, it can have a negative impact on our satisfaction.