Exactly - the theory of course is that Zenefits will be able to eventually negotiate down the rates and match or beat Trinet, but right now it's basically doing

Exactly - the theory of course is that Zenefits will be able to eventually negotiate down the rates and match or beat Trinet, but right now it's basically doing "awareness arbitrage" - especially with something that people only think about once or twice a year, which is a lifetime in startup land. It's accidentally brilliant.