Hmm, reward programs applied to bitcoins?
I believe traditional point rewards programs working like this can make big $$$ on this (and merchant can advertise with them by offering cashbacks). Overall, I suppose the multi-merchants tracking system, getting paid by them and then paying members might be quite a task to plan and deploy.
Still, a nice idea for bitcoins. Might even get new people interested in bitcoins. If you grow bigger, getting better deals from merchants should be possible and leave you more margins to make actual profit directly.