hypothetically... a company has a loyalty incentive program and customers can earn stuff based on purchase levels. the stuff could be a discount or free shipping or free merchandise and it's delivered as a code sent by email that the customer can then key into the website order form or tell the customer service rep if they call an order in. one coupon code is used for all loyalty customers, so the company doesn't know one loyalty customer from another and - here's the key - doesn't know if the people using the codes are even actually loyalty customers at all. so, someone who didn't earn the reward can get the reward. would you share a coupon code you did earn with people who didn't earn it? would you use a coupon you didn't earn? is there an ethic involved here, or is it every man for himself in the wild world of coupon sharing?