What JPryde said.
Reminds me of one time when I told my wife I had a present for her, and she got all excited. When she saw it was just a movie DvD she couldn't hide her disappointment and said in disbelief 'THAT'S MY PRESENT?!' I would have been better off not announcing the present in advance, or just giving her a gift card with funds on it instead.
If there's one thing demeaning and undermining the value of being a subscriber, that's the cartel shop. You gave subscribers coins to spend on the shop. I find that kind of ironic. In a sad way.