No different than any other retail or service industry. People as a whole do not understand what it costs to operate. Being in the transportation sector, insurance is killing the "little" guys. It's ridiculous what commercial insurance, at least in Ontario, costs. It's almost 70% of our operating cost (only 1 claim in 25yrs of operation). So I can understand where Wanstalls is coming from. The consumer wants maximum value for minimum cost which is a normal thought process, they just don't see what it all costs.