American Express and the Free Cookbook Scam

I realize it's not the first time this scam has come around. It's pretty common among book clubs as well as CD/DVD clubs. Most people are aware that when they get that first free DVD, there will no doubt be many to follow at full price. The trouble I have with this particular situation is that it came in the form of a "Free Gift" from my financial institution, American Express.

A free gift? Whats the catch? I've got enough cookbooks collecting dust in the cabinet to bother with adding another one, but I was curious to see if American Express was actually rewarding it's loyal customers for all the 22% finance charges they'd been pooling into the company all these years.

According to the advertisement, all I need to worry about is the $2.99 shipping and handling charge. SWEET! (I'll be going over my feelings toward the 99 cent scam another time, but for now I'll stay on topic). Not entirely satisfied, I decided to look further and check out the order form. I flipped through the papers also contained in the envelope until I found it.

So there it was, the order form. After all these years as an American Express card holder I'm finally getting my due! A Pre-checkmarked square confirming (Most people find the act of checkmarking boxes to be bothersome, so my good friends at amex went ahead and saved me this grueling step) "Yes, send me my Free Gift! -- the 2010 FOOD & WINE Annual Cookbook--a $29.95 value." OK amex now you're just over hyping this thing. I mean, isn't the internet just one big free cookbook anyways? Not the point. Moving forward.

"My cost is $2.99 shipping & handling, which will be billed to my American Express Card Account"

Thats convenient, I mean, it brings my total up to about $3.64 after finance charges are added to it but ok, still a good deal for a cookbook valued at $29.95 (by the way, has anyone ever spent this much on a cookbook?) . OK heres my favorite part now.

"I will also enjoy Cookbook Series privileges convenience of receiving advance notice of future books. If i wish to accept the book being offered, I will do nothing and the current retail price (currently $29.95) plus shipping & handling will automatically be billed to my American Express Card account. If i do not want the book being offered, I will simply return the advance notice card within 14 days. All prices are subject to applicable sales tax. "

Yes! Finally true American convenience! I don't even have to think about buying crap I don't need, Amex is going to send me the crap I don't need, and bill me for it at $29.95 + shipping and handling + a finance charge.

I suppose I may be a bit over dramatic here but people do fall for this sort of thing all the time and it just seems a shame that companies are willing to betray our trust for a few extra bucks. If you have any similar experiences please feel free to share them in the comments.