When will product management and marketing recognize that inside out thinking is not what drives revenue? If Hertz had been listening to the market, they would have outflanked there copetitors with an offering that attracts. Instead, they've been outmaneuvered by a smaller competitor such as Enterprise. An enterprising marketing person at Enterprise realized that when you meet customers face-to-face, personally walk them to a close curbside location, complete the transaction, offer a business card in case of emergencies, and get the customer on their way with directions and a chilled bottle of water, you have met the needs of the business travellers and those personally renting cars. Thanks for reminding us that we need to listen to the market and connect with customers.