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If the face value of an average coupon is $1.44, that's $14.40 every ten minutes. sit worth it? americans are resoundingly answering, yes. >> how are retailers responding to that? >> they're doing different things. they're having shorter expiration dates. for retailers, it's all about precision. i want to give you the coupon you need to buy, get that price to a point where you'll bite but no lower because after that i'm eating into my margins. lower face values, $1.44 is the current arch average. you might see that go down. when you go to the grocery store, they don't give you a coupon for the...

Are $4.40 a gallon. they can change that but to do it they have to get in bed with an oil company. 2 square miles of sun and sand. if there is controversy in paradise, do residents vote their environmental conscience and go broke or approve oil drilling on city land and get rich. >> this is an opportunity for $400 million. >> sheer greed that this situation ever started. >> reporter: 15 years ago officials agreed to permit drilling from government land but breached the contract. approved drilling in the city gets 15% and the school district earns 20 cents own every barrel pulled. or turn turn ...

>> at least $4.40. >> i know. i never got one sip of it! anyway -- >> who needs those little -- right now, chuck schumer is railing about the inhaleable caffeine. >> round two? round two is on its way. >> maybe that pillow. >> why would you do that? why would you do that? >> thank you so much! >> special delivery. >> thank you so much. all right. let's see. >> yes, perfect. i will do my best to not spill this one. >> the morning joe is here. ok. let's get right to your headlines now because three experienced skiers have died in a horrible accident. they were swept away by a fast moving avalanc...

>> i will be back a lot. let's just make a deal. this is the beginning of doing business, and not the end. >> in good faith, i will charge you $4.40 and hopefully you'll come back. >> i am looking for $4. >> cannot do it. cannot do it. >> what if we split the difference, between $4.40 and $4. >> you got a deal. hopefully i'll see you next week. >> we often talk about passion fueling sbrurial efforts. sometimes that's not enough. earlier this year i travelled to colorado to meet a man that had to support a secondary business and surprised himself when he discovered how they know support each ot...

Go. >> i will be back a lot. let's just make a deal. this is the beginning of doing business, and not the end. >> in good faith, i will charge you $4.40, and -- >> i am looking for $4. >> cannot do it. cannot do it. >> what if we split the difference, between $4.40 and $4. >> we talk about fueling entrepreneurial efforts. sometimes that's not enough. earlier this year i travelled to colorado to meet a man that had to support a secondary business and surprised himself when he discovered how they know support each other. if dan could choose one thing to do for the rest of his