I’d love to have made “the customer strikes back” into a theme for the day, but those stories are hard to find. Extole specializes in advocate marketing, which is sort of about empowered customers. But its big news is a new retail-specific system that can give separate rewards to new customers when they join a loyalty program and the advocates who recommended them when those customers make a purchase. This is all about companies shaping consumer behaviors: not that that’s bad, exactly, but it’s the normal scheme of things. Dog bites man: no news in that.