https://www.reviewjournal.com/?p=1653978

The article is about various financials of Caesars, but it is mentioned that they will cut comps via "more efficient marketing".

Presumably they are trying to analyze which players are low-profit "basic strategy" types, and which are gambling fish likely to lose very often, and then cutting the costs regarding marketing to the basic strategy players.

This is part of the basic rebellion of casino operators against non-APs who still know what they're doing regarding correct strategy and recognizing better odds spots.