And that's all well and good as I was just wondering aloud at how much this venture would wind up costing and whether it would in reality give WS that much of an advantage relative to the money spent. Sure it would get much more control over promo's and T&C but it won't be cheap to essentially recreate what's already in existence. The unknown is what resistance there would be from avid AM's collectors not wanting to see further dilution of programs should WS adopt it's own. It's MHO that there already too many loyalty programs and there may be some natural reluctance for people to switch should it come to that.