If I may...
This is not new - Lowes and HD have been giving the 10% to any ID holder for about at least 6-7 years. The only thing new about it is that you now must have a My Lowes account instead of just showing your ID. All you need to do is sign up online, and either use your phone # or a keycard to get the discount. Nothing new to see here......
Contraire I do say. Ostensibly, Lowes, as they will tell you to, "extend our gratitude", gives the 10% discount because current active duty service members and veterans deserve and earned it. However, what once was freely given by Lowes will now have to be paid for by active duty military service members and veterans, in addition to the current holders/users of the Lowes card who are already paying for it.
How you say? Well, it's right there in the "Terms and Conditions" of the MyLowes(TM) card brochure they hand out to get you to sign up, where is explicitly states, "Your
acceptance of this CARD represents your
express consent to allow Lowe's to
record all transactions you make while using the CARD. And on their website, "
Tracked Purchases. Lowe’s
will track all of the purchases that you make online while logged into your Account or in a Lowe’s store when you present your MyLowe’s Card or the phone number associated with your Account. These in-store and online transactions are called “
Tracked Purchases.” And you don't own the data, "Tracked Purchases. You acknowledge and agree that Lowe’s
owns all the data and information concerning your Tracked Purchases, but subject to the Additional Terms, Lowe’s may make your Tracked Purchases available to you for viewing through your Account. Lowe’s
will continue to own all of the data and information concerning your Tracked Purchases even if your Account is deactivated for any reason.
Emphasis mine.
And they tell you why right here, "By becoming a Registered User,
you agree and opt in to receive general and
targeted advertising, marketing materials and other communications, including email from Lowe’s and its
subsidiaries and affiliates."
So you see, current service members and veterans will now be paying for that 10% discount by way of, targeted advertising, Lowes marketing revenue, data sharing with manufacturers, data sharing to the highest bidder, basically monetizing data collection of their customers buying habits. Over time, I bet they could figure out the size of, and style of, your house and property acreage.
Personally, I say f*ck Lowes for treating military member and veterans this way. Want to give a military/veterans discount? Do so with no stings attached. That, is definitely something new.