They will lose the sense of control that they can reward or punish the server based on the service they receive,

That's not much of a reward for 30 years of service.

So, we're hoping that the reward will actually build bridges between us and them,

The central issue is that they will not change fast enough to meet customer needs. Customers will either reward or punish you for how you create values such as cyber service.

The central issue is that they will not change fast enough to meet customer needs, ... Customers will either reward or punish you for how you create values such as cyber service.

This service will bring immense relief to the thousands of people who have their relatives across the Line of Control and are desperate to know about their welfare.