They’d see a reduction in users if it went to all drivers, I can see a fair few of us voting with our feet, I’m not signing up for a black box in the car, let alone the insistence on an app on my phone, the tracking, selling “anonymised” data and scoring me like an overseer in a Dickensian workhouse “Please Sir, May I have some more”. Had enough of that sort of crap when I worked sh*t jobs for a living.
We use the scheme as its convenient, not because it is some great money saver. Make it inconvenient and the question becomes Why bother with it?
In life, it's not who you know that's important, it's how your wife found out.