rafe mohammed is the fouauthor the book "the 1% windfall." rod kurtz is the executive director of aol small business, and the founder of obsidion watch. you've got to write a book, ron. >> i know. it's coming, it's coming. >> i love this piece. pricing is so tricky. i was saying to this, would it make sense to be the second most expensive? because you're just going down the list and saying i want to go on a balloon ride, i don't want the cheapest because it's probably not that good. i don't want the most expensive because i don't need it. i want to go to the second most expensive. how do you decide? >> i think they've done a great job of creating a premium product. it's one hop, perhaps longer, they have a long reputation, and they've done a great job. and the key to pricing is to think like a customer. if i'm a customer looking at various balloon rides and i see they have a premium all of these great attributes, i'm willing to pay a premium. it was a good idea. >> you need to have a way, then, to market that premium. >> exactly. that's the k