Sitting in traffic, in the distance you catch a glimpse of your favorite coffee shop. You are far away, but the sign stands high above the cars ahead. You think to yourself, “I need a coffee”. You proceed to pull off for your morning Cup of a Joe, head inside where you’re greeted by a cardboard cut-out of the coffee shop’s logo engraved on a travel mug. The sign reads, “Free coffee refills with purchase of travel mug”. You buy your engraved mug, a biscotti and then the cashier punches your Preferred Customer Card because after 10 purchases you get 10% off anything storewide. Moments later you are back in your car, waiting at a stop sign to begin your day.