Ok, so I got the Freedom and activated it 8/15/12. The 10+10 didn't kick in until my October statement. Between that date and 11/8/12 (statement that just posted), I have spent $5,462.14 with it. As of the 11/8/12 statement, I have 20,419 UR points available. 10k of the points were the sign up bonus points, but the other 10,419 I earned by spending.
So if you take my $5,462.14 of spending and the 10,419 points I earned, I've gotten an average of 1.9% back for just my normal spending habits. Side note - I spend a good amount on restaurants... $1,318.74 of the $5,462.14 was spent on restaurants. I buy lunch daily, usually for 2-3 of us, and they pay me back with cash.