Well and in some ways the branding for it even leans into that, with promotions more akin to what you'd expect from a cruise line than from a transportation com

Well and in some ways the branding for it even leans into that, with promotions more akin to what you'd expect from a cruise line than from a transportation company. I mean, maybe that's just the obvious path given what they're working with in terms of cost structure, but it's still annoying.