So as I was thinking about writing the subject, I'm watching CNN which helped solidify the topic. The airline industry with their extra charges they hit you with on bags brought in 669 mil in the 2nd qtr alone.Thats pretty damn good for ancillary profits. Now as a consumer, I think it sucks, but as a business owner it makes me think that if you have declining sales, you have to think of different ways to generate additional profits. When fuel costs went through the roof, we charged a ridiculous amount if you didnt return the cars with the same amount of fuel. So now we also have a surcharge of 3%. well, when you charge additional fees, in my opinion you also have to give some additional value to offset that fee. Thats the only way you can charge more for your service or product and still retain your customers. For our fee, it covers toll tags, and also the personal concierge service that we offer for every rental. Its a great service! You can call and ask them for anything and they will find it. But what makes it unique is that you can brand your company with the service by the fact that every time they call the service they hear Platinum Motorcars personal assistant  how can I help you.