Issuing a replacement card is not as trivial as you'd believe. If it was only a database lookup, it would be simple but it's more than often not something else. People forget to use a middle initial, enter their birthdays incorrectly and so on. This invariably results in a call to the agency who have to spend time researching the card. Time and organization costs money. I assure you that when an agency does revenue planning for the next financial period, they don't use "replacement cards" as a strategic source of planned revenue. OTOH they have to budget for x number of CSRs to handle all those calls. It's a service -plain and simple. If you lose your card and want a new one, it's going to cost you $$. Get used to it.