[Zeke]

AAA all the way and never anything All-Stale (bad).

I think the big advertisers on TV depend on new sign ups to survive. Somehow that's the model. I don't even think they see trading customers is a bad thing. There has to be some money in the new customer or they wouldn't spend the millions they do.

They certainly don't see holding a customer for life as profitable unless that customer never files a claim. My company (USAA) just raises and lowers the rebate to offset claims. As it should be.