Rebates also assist in tracking where the items are selling. Say Valvo distributes 10,000 cases of Maxlife to AAP. AAP then uses their distribution network to transport to the individual stores. Valvo has no idea where these are, until the rebates begin to show from a geographical area. The next time a purchase is made by AAP, (actually, any company, as this is a marketing game), Valvo can say,"Now y'all may not know that we got a great response from New York City last time we had that rebate program goin' on. Hows 'bout another 50 cases fer them cabbies up dere?"
I agree that the rebates have little influence on my purchases. I look at it as like finding the center you wanted in a piece of chocolate. It just makes the buy better.
P.S. I have gotten both of my Superflo rebates back. Got 2 cases when KMart had it for 1.00 a quart, minus the 4.20 rebate equals smooth miles for small change.