One of the main goals of this blog is to provide sound
advice and to countervail misinformation spread in large part by an industry
that thrives and profits from customer confusion. Therefore, I have decided to begin an
enumerated series of posts, explaining and dispelling some of the most common
misunderstandings that customers have. (They are in no particular order.)
Fact #1: There is no such
thing as a credit card with no limit.
Credit card companies are masters of marketing ploys—or what
some consumer advocates simply would call outright lies. Ranging from the 0%
introductory rate to the no annual fee, all of these shrewd tactics are part of
a strategy to make the sale.
One of the most appealing credit card tricks is the credit
card with no limit. It’s brilliant; it
appeals to the big and glaring egos of primarily the upper middle class which
loves the idea of having no restriction on its consumption. Customers who fall
for this trick often have a high sense of entitlement and seek self-validation and
public admiration through exclusive privileges. American Express, which
understands its market well, has used the no limit lure for years.
Here is how it really works and what it really means: A
customer does not have a set credit
limit because it is dynamic. In other
words, it is always changing. A rather
complex algorithm takes into account a customer’s real-time spending habits,
income, credit history, and other factors to determine a credit limit at a
particular time. Many customers misinterpret this feature, thinking that they
can buy whatever they want and at whatever price.