When we had the 5% match it was always shady to not automatically apply the discount.

Why was it shady to not automatically apply the 5%? Its not just because you had a HD card, its because you also had a Lowes card, but chose to shop at HD. There are plenty of customers with a HD card, but not a Lowes card. Policy was to actually see the Lowes card first to apply the discount.

Now we get to be the messengers who get shot when we tell customers the 5% match is discontinued.

Im sure every store is different, but we havent had one customer blow their lid about losing the 5%. We just politely explain the new benefits and havent had any issues. YMMV.

For those also unaware we're being asked to sell this pile of shit to people at up to 26.99% APR.

Thats the same of any credit card. Its all based of credit worthiness. No card is different.

He walked the front end and wrote up every cashier that wasn't asking every single customer. Rather than address us personally on the issue he made the HC and FES remind us to ask EVERY customer. So here's us standing there getting lectured by our HC/FES while he stands 10 feet away and says not a single word to any of us directly. Am I crazy for thinking this is astoundingly cowardly of him?

Although its the job of the FES/HC to pass on info to each cashier from the SM, I do agree that its very strange that he just stood there and watched without talking to you guys. I do also think its a little extreme to just write everyone up like that. Id like to say that you are required to ask every customer if its on their HD card and then offer them one if they dont have one (its in the Front End Standards), but going that hardcore about it and just writing people up is ridiculous. I feel for you on that one.