1 . Early in my career, I was always struck by the fact that “expensive” hotels charged extra for things like internet access and movies. At the same time, more     ______ hotels included everything. Although these less expensive hotels did not have   _______ lobbies (大堂), they did offer the things that a young and tired   _______ would want: a clean room and a quiet environment.

For the high prices you pay at nice hotels, everything should be   ______. They should give refunds (退款) for the things you don’t   _______ instead of cheating their customers.

I once read an article about a judge who was invited to a very expensive restaurant in Washington. The restaurant’s food and service were both   _______. But there was something that ruined the ________: the judge was charged $1 for the ice in his $7 mixed drink. The fact that he was charged the extra dollar separately – instead of just being charged $8 – made him so ________ that instead of talking about how wonderful everything was at the   _______, he only talked about the $1. Needless to say, he   ______   went back to that restaurant.

I see the   ______   thing is starting to happen in the airline industry. For example, American Airlines is charging $3.50 for snacks and $7 for meals.   ______ , sodas and water are still free. The airline should just charge a   _______ fare and give you a refund for what you don’t want or use. This will put more power in the hands of the   _______ – the airline might be surprised to find that people are       _________ to pay for extra services. Just imagine what could happen if you just trust your customers to make their own     _____?

So remember, don’t   _______ your customers.   ______ , charge what you think your service or product is worth and take it from there. This way, you can remove ________ services in exchange for lower prices. It becomes a win-win for you and your customers by sharing purchasing decisions and therefore giving your customers more ________.