My Strategy:
Gas, Grocery, Drugstores 5% Cash Via that old Amex Blue Cash
Fid Amex 2% for everything else
I also have an unknown amount of other cards.
The key - unlimited free travel from signup bonuses, cash back from regular spend.
PS
Currently debating one with a bundle of other stuff - emergency travel medical, trip cancellation insurance, etc.
That's not the card, that is the 'type of card' most easily seen when you look at Visa or MasterCard, they have tiers of card types. For example Mastercard has:
MasterCard
MasterCard World
MasterCard World Elite
Each of them has a varying degree of benefits (though Elite generally offers only 'service' options like Concierge etc over World) they are something like a 'benefits package' you would find with a job, and come with a fee, that this then passed along to the issuer, so they bundle that up in the annual fee/profit margin of the card on offer.