You can't make your customers overthink happiness but that is what in fact brands do all the time.
They introduce redundancies. Clutter. Friction. Data. Noise.
People use all of these different tactics, points and systems to making a customer happy.
They overthink what happiness is for a customer and block it from happening.
The brand really has one objective - to make the customer happy in someway. So happy that they tell their friends. So happy that they start a movement. So happy that they buy a product.
When a persons happiness is overthought, it's hard for it to ever truly happen until the tension is released.