That's not entirely true. I recall a consulting client who had a customer program where redeemable points didn't expire.

The thing was, this meant that inactive accounts with just a handful of points ended up costing a ton in accounting upkeep because they had to account for the possibility these years old accounts might suddenly redeem points.

So they rolled out a new program that was legit much better for the vast majority of active accounts to migrate people over.

Yes, it was still them doing something that was to save them money, but the new alternative was also better for the customer too. It was simply closing a loophole they'd not thought about when first designing it which didn't benefit the customers, it simply led to procedural costs that skyrocketed.

So there are rarely cases where companies will spend money to do something in your interests. It's just always going to also be in their own interests too.