I've professed my love of all things E*Trade for a while now.

I offered them up as a "Brand Worth a Weekend."  And yes, there was the unsolicited proposal which my readers thoroughly torched (do I have to link to it? Ok, fine, here.)

As a professed admirer of E*Trade, however, and a customer with multiple accounts (I have a great financial advisor on tax minimization, lmk if you need one), and of longstanding, I have different expectations of my experience there.

I expect that they will know who I am.

I expect that they will send me only relevant offers.

In the last 2 weeks, they have struck out twice in this regard.

First, I was sent an offer to "open a new account and get reduced cost trades." Now, I had just opened 2 add'l accounts 2 days prior, so I asked if I was eligible.

Answer: No, only totally new account holders. Don't you hate when people with NO history with a company get preferential treatment to those who have been there for (in my case 9) years?

Second, as I'm now "going solo" on the business front, I applied for a 2nd credit card (one for biz, one for personal. Makes sense, right?)

REJECTED! Why? Because I recently established a new account. Well, this is true, but what about the other 10 that you've had for years.

I inquire about this and am told:

"It is E*Trade policy to only have one Credit Card per SSN."

I am sure there is some good reason for this, but it doesn't make me feel good, given the percentage of my portfolio and accounts which sit at E*Trade (most of it).

Expectations from your, best customers (and those who think of themselves as your best customers) are high and getting higher. I know you are a big company,but I also know that with all of the technology, data mining, and personalization capabilities out there, I expect a different type of relationship.

Maybe this is what Rohit is talking about after all...