There are key chains, hotel key cards, bus head rests, free meals, journal ads, promotional talks, and websites.

FORBES: The Pen Is Mightier Than the Scold

He has built a vast, but shaky, empire on cut-rate services--in airlines, Internet service, car rentals, online shopping, credit cards, music downloads, a movie theater, bus service and on and on.

FORBES: Easy.com, Easy Go

The new fare cards were so badly administered that a moratorium had to be declared on all bus fares.

NPR: In Chile, Commuters Sue City over Transit System

And Clear Channel has been offering imaginative frills, such as an urban bike scheme, controlled by smart cards to ensure the bikes do not get stolen, and heated seats in Scandinavian bus shelters.

ECONOMIST: Advertising