Discover Financial Services ( DFSWI - news - people ) got knocked down in December when the sixth-biggest U.S. credit card issuer reported that the yield on its loans had fallen, partly due to the new legislation, parts of which already went into effect in August.

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The business cannot be easily ignored owing to the huge yield margins in credit card loans with respect to other consumer loans.

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It does mean all bookings, almost 90% over the Web, are firm credit-card sales, the flight costs determined by yield-management software familiar to any airline customer.

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