Launched on 1st Dec 2009.
This is much like the QANTAS Frequent Flyer Store, Velocity Rewards Store or the Etihad Guest Reward Shop. NB, The value of a point seems to be a LOT lower than what you'd get in the above stores though...
iPod Touch 32GB - 42,322 EY Guest Miles
iPod Touch 32GB - 60.5k QFF
iPod Touch 32GB - 59.9k Velocity Rewards
iPod Touch 64GB - 69k CX Asia Miles
iPod Touch 16GB - 90.9k LH M&M
iPod Touch 16GB - 120k EK Skywards iPod Touch 32GB - 125k EK Skywards