Steve’s boss gave him a $250 gift card to restaurants owned by the Union Square Hospitality Group, a company that operates a number of four-star restaurants in New York City, and… the corporate parent of Shake Shack. He happily bought burgers with it for a while, until one terrible day when his card was rejected. He couldn’t use the remaining $80 at Shake Shack, he was told. He was sad. He sent a quick e-mail. Then he got on with his life.