gary loveman got his ph.d at m.i.t. and then became a junior professor at harvard business school. and at harvard business school, typically you work for four days a week. on the philadelphia day you're allowed to be a consultant to outside companies. he drew attention for the following issue. which this article called putting the service profit chain to work. translated, that means how do you get someone to be a loyal customer over time? because if you come to my -- you buy one slays of pizza, that's worth a dollar but if i can get you to come year after year over a lifetime that may be worth seven or eight thousand dollars, and you see the stream can be $800. so his idea was how to do this in the casino world, and the problem with casinos is that the games are in essence exactly the same. the odds are the same in each place. i can play craps or slot machines or roulette in other casinos. some eave dancing fountains and other things so the property looks defendant but his concept was to build a program that was going to keep you coming back by knowing more about you, by gathering