be very competitive to the market.

We wanted to just capture more of the market. It's very competitive.

The overall picture is of an operator aggressively maintaining its market position in a highly competitive market, and sacrificing margin to do it.

We have competed against [Microsoft] in the CRM market since 2002 and they have failed to deliver a competitive product. They just cancelled version two of that legacy application and skipped ahead to three. In the meantime, we are on the 18th generation of our service. Customers are tired of waiting for Microsoft to innovate.

At Cambridge, it was the weirdest culture. Everyone pretended they didn't do any work, yet it was so competitive.

That's not it at all. Our gas stations are just like our stores, we'll certainly be competitive in the market. We think the community will really enjoy it.