Just a thought, but, can it not be something you have to go directly to EE for? I'm thinking of people w/out internet access, or unwilling/unable to buy things online. IE, could someone go to their local FLGS and get it through them? Doesnt really affect me, either way, i'm thinking of the folks out in the boonies, etc.
As to what it could be used for, a discount would be really nice, or trade in X qty for Y dollars in merchandise (still kind of a discount that way).