Brandweek, 12/11/06, p10 - JQ Park

AmEx Hit Corporate Links In Exclusive USGA Pact

According to this article American Express is the first corporate partner in the 112 year history of U.S. Golf Assn. By doing so American Express will receive tickets to US Open games, chance to play in US Open courses, and other variety of benefits to their members.
Some time ago, I read an article that American Express are opening their service centers in malls for their members' convinience. Nowadays, it seems credit card companies are not just credit card companies. In fact, there are thriving for financial service companies. I am just curious, in about 10 to 15 years, what kind of services a credit card company will offer to members?