The document compares a cash back business model to a referral business model. The cash back model rewards customers with a percentage of their own spending back, paying out a total of $56 to customers who spent a total of $560. The referral model pays customers a percentage of referred customers' spending, paying out a total of $26 for referrals that led to $560 in spending. The referral model is presented as better for businesses as it aims to turn customers into long-term brand supporters rather than just bargain seekers.