When you start looking at the numbers things start to jump out at you," [Gerry Kesselring] says. "I don't think there's ever been an 'a-ha' moment. It was more like, 'Look at this. . .' People have to understand that it's the incremental piece that's important. It's not the low-hanging fruit that's now going to make an impact. I'd like to think that as an industry we've already picked that.