Whenever you add a recipe to the to the Virtual Cookbook's database, users who see have the option to tell how much they like the recipe by giving it a rating. The users with the highest ratings are given virtual awards which distinguish them from other users as "power users" or "popular users" and are eligible to receive coupons for certain food stores and restaurants, products, and even cash for their efforts.
"To build customer relationships, companies can add structural ties as well as financial and social benefits. A business marketer might supply customers with special equipment or linkages that help manage their orders, payroll, or inventory." (Kotler, Marketing: An Introduction, Ch. 1 pg. 17)
