It seems to be working. I've seen several of those new pet carriers and a couple of pet tags. I asked those with the tags and carriers how they liked the new policy and what not and for the most part they seemed to love it. Especially the part where your pet earns a couple of trueblue points for you as well. The biggest sticking point was the pet fee which I can understand. I do think it is too high but that is my opinion. Luckly for me my dog is too large to fit in or under the cabin so I don't have to worry about paying for him. Unfortunatly for me if I ever move I'll have to drive because that is the only way he could get from one place to another