The two aren't mutually exclusive. Consider certain graffiti. The person tagging a building doesn't think that he is improving it. Rather, he is showing that he has the power to put his name on places where other people don't want it. In doing so, he asserts dominance. That's what legacy is in a zero-sum mindset where success must mean someone else's failure - a record of whom he defeated.
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Don't ruin the magic
Price is what people are willing to pay, so I'm not sympathetic to your idea that the higher price that people are willing to pay to avoid needing a loyalty card is in any sense illegitimate. It might be a different matter if there was simply no option to buy groceries without a loyalty card, but many stores don't have cards and even the ones with cards often have close substitutes for products that are on sale, so that if you want to you can limit yourself to buying only those products for which the price without a card is not higher.
My more general opinion is that people who want to legally prohibit things that they can freely choose not to participate in, so that their own behavior won't have to change but no one else will be allowed to do the thing they don't like, are displaying an authoritarian impulse.