A certain credit-card company awards its customers bonus points for using its credit card.
Conclusion (therefore)
At any given time, customers who purchase merchandise using the bonus points spend less than they would if they purchased the same merchandise in retail stores.
Evidence
Customers who purchase merchandise using bonus points can buy brand name stuff by mail at prices that are lower than the manufacturers' suggested retail prices.
Evaluate
This conclusion is making a Comparative claim, so we want to think about what is being assumed in this comparison.
The evidence is that .
The conclusion is that .
So the author is assuming that .
If I were objecting to this conclusion and trying to think of a way to argue that you're not necessarily spending less when you buy using points, two thoughts come to mind:
1. What about shipping/handling costs when it comes to mail purchases? Maybe the price tag on the item is lower, but once you add in shipping/handling, you end up spending at least as much as if you had gone to the store.
2. Who says that the price you'd pay at the store is the MSRP? If you've ever gone shopping for a car or a guitar, the dealerships love to show you the (crazy-inflated) MSRP number so that the actual retail price they're selling it at seems like a deal.
Goal
Look for an answer naming the missing link .
Or look for an answer ruling out one of our objections: