a program like starbucks, very da data centric and understand and message and give value. companies that are doing that more than blasting out acquisition marketing. >> ceo of session m. we appreciate you being here this morning. car insurance per mile not per month. we'll talk about it "when press here" continues. >>> welcome back. when you pay $5 to watch this tv show or 49ers play the bears on fox, $5 just to watch a football game on television might be steep but when you consider the average cable bill is now $120 a month according to the group, if you don't watch a lot of tv, paid per show instead of per month might make sense but would you do it? recently car insurance companies have started offering paid per mile insurance. you don't pay a monthly bill, you're tracked per mile driven around 6 cents a mile. for those who don't drive much, it is a huge cost saving. >> dan preston, i did not invite on to sell us car insurance, doesn't even own a car. paying per event, let's call it al acart. >> people see significant cost savings in places like san francisco where they