Second, customers may be willing to pay to avoid the other costs. Many customers willingly pay extra to have items delivered to their homes—including restaurant meals or bedroom furniture—rather than transporting the services and products themselves. Some customers also pay a premium for fast check-in and checkout (as in joining the Hertz #1 club), for reduced waiting time in a professional’s office (as in so-called executive appointments where, for a premium price, a busy executive goes early in the morning and does not have to wait), and to avoid doing the work themselves (such as paying one and one-half times the price per gallon to avoid having to put gas in a rental car before returning it)