Being a long time gamer I have participated in many console runs. Going on 30 years of gaming I can tell you that most companies take your money and not even consider you as an asset to their success.
I been a Sony Loyalist since they came out with the PSone. Many hours lost on Tobal#2. I had signed up for the Playstation Underground. After I noticed receiving a few shirts and demos I bought my brothers a PSone and registered their hardware to my account. More freebies kept coming in.
Ps2 launched and the internet is finally accessible in most homes and the PSU is now an online thing. I register all our PS2's (5 at the time) and the more I added the more they would send me. Indeed this is awesome; was my thoughts when I opened a Sly raccoon statue!
For a while Sony seemed to be the only one to do this (as I was unaware of Club Nintendo) and after winning clan tourneys for SONY the gear got better, Hats, more shirts, game beta tests, and all kinds of promotional gems.
I later bought a Wii waiting for the PS3 launch and noticed this thing called "Club Nintendo" and for every game I buy and or take a survey on, I get coins and can buy little neat odds and ends.
I cant help but to be overly happy at these meaningless trinkets and perks for taking a part in their success. Sure it might be monkey scratch when looking at the value. I just think even saying Thanks is a good way to let people know that they are appreciated... despite any hangups