In case anyone missed it, when the press release says: "Ziftr's customer loyalty program," and "...incentivize their customers with a rewards system based on blockchain technology," they are referring to Ziftrcoin.
Why then they didn't call it so explicitly? To me what they are doing is lumping it together with
Bitcoin and popular altcoins Litecoin, Dogecoin and Tether
, so it's not center stage anymore, and therefore they will not fulfill the promise they made to investors in the original project.