The other thing I find really odd is, on top of all that, they're still calling the points conversion a "gift card".
What other company provides you with a gift card
, which you can use like any other gift card (100% of your order), and then changes their mind
and decides you can only use the "gift card" for 15% of your order?
What makes this such a big deal is that many people had hundreds of dollars' worth in points carefully saved up, that they are now not able to spend under the new system (because they don't have the cash to pay for 85% of their order). If there had been some warning, if people were able to use their points earned under the previous agreement and then there was a switch to the new way of doing things, then there wouldn't be anything unethical about it.
There's every indication that Eden Fantasys is in financial crisis, though they continue to insist they are not. I think it's a pretty safe guess that if they weren't before this week, then they will be now, just from the business they'll lose due to this uproar. If EF was financially stable, they would have been okay with people spending all their points before implementing the new system, or providing sufficient warning to do so,
Through it all, EF has refused to admit any fault, and instead blames it's valued contributors for actually using the points system as intended.
It's all a bit crazy to me.