Government allowed existing promotions to continue so as to minimize the disruption to the market in the short run, and to allow market development in the long run. [...] The 2008 evaluation report concluded the discussion of promotions with the following recommendation: The Regulator should conduct a review of the impact of the regulations with respect to promotions to ensure the regulations and their interpretation are consistent with the overall objectives of regulation. [...] This is because the cost of the fuel itself, or the cost of the products/services linked to the fuel purchase, is lower by virtue of the promotion that is triggered. [...] Promotions by themselves are not enough to substantially change purchasing patterns where the cost of attaining the benefit of the promotion outweighs the value of the benefit. [...] Though the cash value is less than the 3.5 cpl offered by cross-merchandisers, this is believed to be offset by the immediacy of the reward and the ease of use (no receipts to keep track of).