Stingy Weekly Rewards amidst stellar Financial performance?

Recently vitality has changed their rewards scheme from a Kauai voucher to rewards points. It didn't stop at that - weekly rewards earn us draws. The draw may result in points 25+ all the way to flights. More often than not it is 25 points. However, these 25 are not enough to get you a shake/smoothie at Kauai. Previously, there was a clear incentive - complete the weekly goals and earn the smoothie. Now, even if the goals are achieved one cannot get the smoothie.

I understand it is within Discovery's rights to change the rewards. However, I wonder, what justifies becoming more stingy with rewards when the financial results speak otherwise? It is really not motivating anymore to hit the weekly goals. The Kauai voucher was something to look forward to, but at 40 rewards points, it is not anymore.