Every time a card issuer examines a consumer’s prior history with credit products at Equifax, Experian and TransUnion, in a process known as a hard inquiry, the consumer’s credit score is subject to being temporarily lowered up to five points by the bureaus. In addition, the hard inquiry is a data point available to all potential credit grantors, another possible detriment. American Express is promising new applicants for credit cards a soft credit inquiry process that will let them know if they are approved prior to making an official hard inquiry. As part of its typical credit underwr...