Just when I think I have Good Sam Enterprises figured out, they toss out a fastball that leaves me bewildered.

That's how a number of campground owners apparently feel after learning that Good Sam Club recently sent out new membership cards that don't contain an expiration date.

Yesterday, the owner of a Texas RV park told me about the unlimited, never expiring discount card. He's been scratching his head wondering how to handle the situation.  In fact, he didn't believe it until his wife looked at her new card and saw that it never expired.

"We are a Good Sam park and have been for several years," he explained. "Whenever people check in and want a Good Sam discount, we always ask to see their card to verify they are current Good Sam members. But, without an expiration date, how can we verify their membership status to determine if they are eligible for the discount?"

That's a good question. Marcus Lemonis, CEO and chairman of Good Sam Enterprises, hasn't yet responded to my e-mail asking about the non-expiring card.

I'd be tempted to think someone screwed up somewhere in designing the card without an expiration date. But, Lemonis is a shrewd businessman. There has to be some reason behind sending out unexpiring cards.

I can't imagine that cash-strapped Good Sam would want to give up the revenue associated with a couple hundred thousand people renewing their memberships every year. But, sending out a lifelong membership card does save on postage in never having to send out new cards.

Perhaps Lemonis thinks that even if his company stores have to give up 10 percent on a sale to an expired Good Sam member, they are still ringing up a sale. It would be no different that putting a sign in the window saying that a firm will accept competitors coupons. Flash a Good Sam card anytime for a discount.

Perhaps its a way to stick it to competitive RV dealers. Good Sam gets the money on the membership, and the associated service centers who honor the card are forced to write off 10 percent on all service work forever.

Imagine if AAA did the same thing.  You would pay $180 one time for the AAA Plus RV membership, and you would be entitled to a lifetime of towing services, travel discounts, insurance and a host of other benefits. When emergency road service is required, you'd just flash your card and the towing company would bill AAA even if your membership technically expired years earlier.

"It's kind of goofy and I don't understand why they would send out cards that never expire," the campground owner told me.

But, his park has developed a brilliant strategy to keep customers happy even though the staff won't accept the new Good Sam cards. As a member of the Texas Association of Campground Owners, he explains the situation and hands the customer a TACO discount card and a directory of Texas RV parks that will honor that card. The customer gets the same 10 percent discount, and he's encouraged to visit TACO parks, not Good Sam parks.

But, he fears other campgrounds that don't have a similar plan to offer customers will be forced to honor the Good Sam card or wind up looking like jerks for not honoring a non-expiring card.

Once again, Good Sam looks like the angelic good guy who is looking out for average RVers. But, the affiliated companies who don't share in any of the conglomerate's revenue get nothing but headaches in having to deal with the repercussions of corporate decisions.

It's easy to look good when you're spending other people's money. Who knows, maybe this is a precursor to Good Sam developing their own network of corporate-owned campgrounds. Campground owners who promote Good Sam membership to their customers today may face a similar fate as RV dealers did a few years ago when they provided customer data to Good Sam only to be locked out when the little angel decided to work exlusively with Camping World stores.