It indicates how credit unions are guided by different business models than banks. And that “member service” at credit unions is a different experience than “customer service” at banks.

To the extent that AmEx makes “customers” feel more like “members” – with special perks, programs and policies – then I say they are earning the right to call them “cardmembers.”

(Examples: AmEx is credit card of choice at Costco. And the ridiculous “black” AmEx has all kinds of benefits.)

P.S. – I don’t work for or otherwise represent American Express. In fact, I’m not even a cardmember.