The CRAs also sell out your information. People that gain points probably are more likely to have fewer cards, therefore wanted by banks. Fewer cards, more likely to use what they get. These people also want the cards. So it is a good relationship. It is not perfect. Once you are on a mailing list you stay on it. Even if you declare bankruptcy, you will still get pre-approvals. Just that your information is not being sold so it slows down. When you start carrying large balances, your info is sold to Cap1 and Wamu who charge higher interest rates. The ones controlling it are mostly the CRAs. These are the soft pulls for "PRMs".