FTD Gives Greater Purchase Incentive to Competitor Microsoft Live Cashback Than to Sister Site MyPoints

I've been mulling this over for a few days and I'm having trouble grasping the logic of it. Maybe somebody else here can help me figure it out.

FTD and MyPoints are both owned by United Online. However, you can earn a better rebate on FTD purchases through MyPoints' competitor, Microsoft Live Cashback.

Live Search offers 40% cashback on FTD purchases. MyPoints offers a flat 750 points, worth about $5.77. Doing the math, as long as your flower order is over $14.43, which, c'mon, it HAS to be, you'd earn more by shopping through Microsoft's cashback site instead of through FTD's own sister site, MyPoints.

Why would United Online want this? Do they realize one of their business units is giving a better deal to an outside company than to another business unit? Or maybe FTD *is* giving greater than 40% to MyPoints, but MyPoints isn't passing it along to their members...?

Hmmm...