I understand how credit card companies would prefer people who rack up fees and interest. What I do not understand is why one of these companies would get in bed with a retail operation to offer a store card.

Logically people who finance items at a store like Gander Mountain are going to be a cross-section of American society. Not all of them will fit any one, perfect profile, not all will be particularly good or poor credit risks. Nevertheless, the store is going to want its credit partner to extend credit to as many of them as possible.

Conflict is inevitable if one party goes into the deal with the wrong idea.