My UPS

I just got the following message from UPS:

Our records indicate that you have not taken advantage of My UPS recently. To keep your registration active, simply log in to My UPS before Tuesday, November 10, 2009. If you no longer have a need for My UPS, do nothing and your registration will expire on Tuesday, November 10, 2009.

Seems pretty clueless to me. I have used My UPS. I haven't had a reason to use it lately. I would use it again. Why try to force me to log in, just to keep my account alive? I just don't get the thinking behind it. I suppose that there is some marketing executive at UPS who would really like to get a sense of how many My UPS accounts are still being used. And getting all active users to log into their account sure would help her/him get better statistics for that. But that kind of inwardly-focused, UPS-centric thinking just doesn't work. Seems really dumb, unless I am missing something.