We focus on lifetime value, years of relationship. Half of our membership base is choosing to sell a car or not buy a car when they sign up with us. That is a huge lifestyle choice and is the start of the brand relationship and is very different from what the rental car companies are doing. Our real competition is car ownership.
Technology also is a hurdle. Half or our activity at Zipcar is now run through smartphones, the Android and the iPhone. You can now unlock a car with our app. You can honk the horn of the car with your phone to figure out which of the five Zipcars is yours. We have almost 700,000 members driving 10,000 cars day and night randomly. Managing that requires a lot of technology. Our revenue per car is almost twice the rental car companies.