9. What we think at AutoNation is [that we should] spend less time worrying about lead generation and spend less time worrying about the tricky words and phrases so that we can get customers to raise their hands so we can call them 13 times in the first two weeks. We think the time is right to give people the keys to the transaction and let them drive. Ten years ago, customers weren’t ready, dealerships certainly weren’t ready, and the technology didn’t work all that well. But our friends in the airline and hotel businesses have shown us that if you give customers the keys to the transaction, they’ll drive. And it will be a better experience for them and they will think better of us and we just might improve our profitability because we are doing something of real value. That’s what AutoNation is going to spend its time on in the next few years—how to take that transaction and push it to the consumer in a simple way. -- Gary Marcotte Vice President AutoNation