I just got a few coupons in the mail from Staples since I am one of their Rewards Members. To my surprise and delight, the coupons were printed on cardboard, not plastic as they previously were. The cardboard is real sturdy, just a little thicker than a cereal box.
I was so psyched. I always hated getting plastic cards in the mail, either coupons, sample credit cards, or whatever. I called Staples immediately to register my approval.
It is just a simple step. No one pushed them to do this to my knowledge, and if I don't want the coupons I can recycle them!
I'd say Staples arose above plastic cards in the mail.