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More than $40 billion worth of business every year. and that just might be a terrible thing. joining me now from ithaca, new york, is a man who has spent the last 30 years of his life studying exactly why and how we tip. dr. michael lin, professor of consumer behavior at the cornell university school of hotel administration. michael, thank you for joining us. i really do want to sort of have you explain to us right off the bat kind of what are the biggest factors in how we tip and why we tip? how big we tip and why? >> okay. first off, thank you for inviting me. the biggest factor -- the bigge...