I think that this is the crux of the problem. EF works fine for the extremely frequent flyer, who will probably use them 100 times per year. It's pretty expensive on a per-use basis for someone who only needs it 2-3 times per year. Perhaps they could consider some type of membership where you would get 10 usages per year, another for 25 usages per year, and also continue to offer the current unlimited usage. I think most people would be willing to pay a reasonable amount for what they use.