A few years ago, I wanted to rent a hotel room, and remembered maybe I had SPG points from work travel to do it.
I tried to login but it failed.
So phoned them as I thought maybe the password was bad.
The fellow on the other end explained that my points had expired as I had done nothing with them for years. Then he said "Would you like me to re-activate them?"
It was a wonderful, unexpected surprise
I signed up for an SPG Amex card to earn more points (and keep the account active) and have been staying at SPG hotels for free the last 3 or 4 times.