ANSWERS: 2
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You could always make that a motion at a stockholders meeting. But basically, it is non-viable for most products: to many people would abuse it e.g. buy your Texaco and sell it on, keeping half the cut for yourself. And the paperwork would be horrendous. And the benefits would be unfairly distributed: someone who only bought one share benefits the same as someone who bought a million - everybody would buy one share, and texaco would go bust. A few companies give holders of a minimum number of shares some form of discount, but usually on things where they can verify who is using it, and you cannot use more than a certain amount e.g. flights.
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If they sold it at a discount, they would ultimately lose on the profit; making the stock worth much less.
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