I think that "loyalty" is impossible to define. From countless "but what about my circumstances, which are ..." posts on here over many years, loyalty is quite often promoted as "someone who has my circumstances", thus giving rise to hundreds, if not thousands of different definitions.
For this reason, I agree with the suggestion to rename the points to something less emotive; just about anything would be less emotive than "loyalty".
But they HAVE been renamed, as we now have:
Season Ticket Holder Points, and
Member Points
(Although they have left the title 'Loyalty Points' in place as the name of a link to jump from the home page of the ticketing site to the Personal Details page which includes both STH and Member points)