After nearly 30 years as a loyal customer

This is why loyalty to companies is stupid and weird.

Cause they don't give a fuck about you. They don't give a fuck about what you spent. You are a meaningless blip to them.

Stop putting your eggs in one basket, and tying your entire on and offline life to a single corporate ID/Username/Account/Whatever.

This is the price you pay for your laziness and "convenience"