maybe wedding couples want to go on an event. now you have a wedding package where it's not just the balloon event, but you have it land at a special hotel and there's something set up on a mountaintop or something. if you go after specialized customers, specialized needs, you can dictate a big premium. >> well, back to your point. be the customer. >> there's a couple strategies that they can use that really any small business that has capacity can use. first of all, okay with the high premium. he might want to offer peak versus off peak prices, and the next thing is much like broadway. have a last minute deal. if we had capacity tomorrow, we might be able to lower a price. finally, getting to your point, every company should have a good, better, best strategy. so they really didn't have a best with champagne or inflight video. you could literally put them in place on sunday evening, and the next day you can start making higher profs. >> can i ask you about your last minute strategy, because part of me feels like if you are offering, you know, the premium