. >> nielson rodgers and his wife carol anne founded their company above the west in 1979 and started worksing at it full time soon after. >> i used to have a real job. after the merger and acquisition of either you pay too much or you know too much, you get fired. >> this he began, there wasn't much competition, only one other company. today there are six. and any tourist looking to book a ride can find a bunch of flyers that frankly don't look that different from each other. >> carol anne says she works very hard at making above the west stand out 679. >> i actually think that's one of the hardest things to do from a marketing point of view. >> early on, the rodgers decided they were not going to compete on price, that ha was just a losing battle. >> we realized that if we lowered our price $5, they would lower theirs 5. >> the problem with having price being the only think that differentiates you is that there will always be someone who is less expensive than you are. >> today they are the most expensive company in the area. they charge one flat, nonnegotiable rate, doing things a