Member Points... Do What?

What in the world do member points do?

I've been wondering for a long time and have found no blogs that help me answer this simple question. Do any of you know what I'm talking about? Do any of you have the ability to answer my question?

There are just a lot of questions coming from this. Maybe Chess.com can have a rewards system or something that involves cashing in points for some prize. I feel like these points should be involved in some kind of event. Rather than just being points, they can be a way for Chess.com to be more enjoyable...

Anyone got ideas?