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The Twitter backlash on this is pretty massive today. I guess Sainsburys are betting that either those upset won't be so upset they'll switch, or their savings from this change will compensate them. Reducing market share, even for increased profitabilty seems a strange call though. Coming after changes earlier this month to their price comparison policy, many customers (this one included) will feel very suspicious about the motivations for this move - and a bit unloved by the brand. Given that Nectar was a strong incentive for brand loyalty, I can't help thinking that Aldi and Lidl will end up being the main beneficiaries...