I mean, I get somewhere between 2% and 5% back on virtually everything I buy. On top of signup bonuses.
Whereas when I think back to 10 or 15 years ago, it seems like I usually got 1% back, and I still had cards that didn't offer any rewards back at all -- which is unthinkable to me today.
Just my anecdote, and I don't know if it's the main driver, but it certianly seems like rewards have become a much bigger thing.