The point is they make a lot of their money from people who don't, paying 20% APR -- the 'whales' in this consumer industry aren't the richest people, unlike retail, gaming, travel, etc.
Understand what? I'm responding to your claim as written in the context of the comment you replied to. Your current reply is just as vague and light on details so not sure what you were expecting.
Rewards are paid out for transactions, not interest paid, that's all. Otherwise poor people failing payments would get more rewards than the rich which don't. The dynamics would be completely different.