WHO do I need to talk to about this?!

I went into my local Gamestop to spend my Pro Points, since they're going to be going away next year anyway. All I wanted to do was claim $10 worth of points.

TEN DOLLARS.

Normally, the cashiers can just do that for me. But today they informed me of another new change, where the burden all falls on ME to go into a Gamestop account (which I had to set up online while holding up the store line), fumble around to find my rewards, and find a barcode to scan myself.

To be frank, I am not angry at anyone at my store. They were just as exasperated and flummoxed as I was. I want to know who on the CORPORATE SIDE said this was a good idea, because it is utterly ridiculous. When I called the customer service line to complain, the guy just talked me in circles about "setting up auto renewal to protect your points" or something.