In 2003, Dora Costa and I published a paper on desertion and loyalty during war time. How does an organization reward loyalty? How does it punish disloyalty? For a data point about how NYU rewards loyalty read this. Today, I learned how Southwest Airlines rewards loyalty. As a frequent flyer, I was sent four coupons for free beer on their flights. I must use them before August 2013. This isn't a binding constraint. I must have been profiled because this is exactly what I wanted! Big Data is clearly paying off for this company. I'm on my way to become Premier Gold flying on United but I don't see any offers of free beer listed here.