One guy I know gets interested/excited every time we talk about Xbox and rewards. Several day one Game Pass games he paid full price for, subs full price, etc., but he just doesn't care enough to bother.
He has a sub to every streaming service in existence, then complains about money, then is impressed because I've put $300 towards a series x, a racing wheel, the wireless headphones from rewards money, and an expansion storage from my girlfriend's account. Then he complains about having to buy all the same shit for his kid. Then he goes home, sits around clicking non-rewards shit on his phone, and the cycle repeats.
Or maybe him sitting through most family functions clicking shit on his phone is him valuing his time in a way I just can't understand.
Xbox is a hobby that at this point for me pays for itself through minimal effort with the rewards program. Others don't care to bother. It can be as simple as that without rationalizing some grand statement about people valuing their precious time more than others... as we discuss shit on a gaming forum lol.