If you're the kind of person that lines the pockets of Zynga by spending a lot of money in so-called "free" online social games? Specifically, Zynga's most popular game Farmville? If so, then this is a rewards program tailored specifically for you. If not, then this is a rewards program tailored to make you start thinking about spending more money on your virtual farm. And in all cases, this is a rewards program to help teach you about American Express's Serve platform.