Consumed, not Consumer

Many Saturdays, my partner drives off down the road, to a special petrol station to wait in a long queue just so he can use his supermarket coupon. I tell him he's just encouraging them. I tell him that it's not a discount at all. He tells me he knows and that they are charging us extra at the supermarket for the petrol discount, so he has no choice but to use it to get his money's worth.

I think: He might as well believe he's getting a discount and get some warm inner glow, since he's going to jump through hoops for them anyway.