Fully aware of that, and using it all the time myself. The fact is that this is much more developed in the US. Many more deals to be made, offers, signups, campaigns etc. Think of the random SAS EB user, is he aware of the 40eb points pr 100 spent on room21.no for instance? Not likely. Its marketed badly and not very visible to those who doesnt seek it out and look for it.
What about miles for telephone bills? Insurance companies? Why not make it more profitable for the loyal customer to buy their soda and chips onboard the plane instead of buying it at the airport? Include 50eb points for 2beers and a pack of chips if you pay with any EB combined creditcard for instance.