I didn't know anything about this when I signed up for the membership last year. At any rate, they made my day on a new pair of Tifosi glasses. $69.95 minus 20% off coupon and minus another $40 in dividends! I was fully prepared to part with the full amount and I wound up leaving $20 and some change at the register.

It's love/hate with REI and cycling junk, but today I loved 'em.