Extreme couponers, if you count the value of their time, basically make a modest living doing below-minimum-wage marketing work for the coupon-based marketing universe that welcomes them as raving fans.
From the point of view of the stores, far from being hostile opponents in some asymmetric game of chess, these are merely cheap and committed marketers. They are encouraged to model, in extreme ways, the very couponing behaviors that the marketing machine wants others to emulate in less extreme ways.
Which is exactly what happens. So long as you and I casually clip and use coupons, inspired by the extreme couponers in our midst, the grocery stores still comes out on top. If the extreme couponers’ leadership behavior were to actually lead to large-scale loss-driving sedition by too many customers, the store could easily staunch the losses overnight, by making minor changes to coupon-redemption rules.
I hadn’t thought about it this way.