Another thing everyone is missing is target audience. As a ups'er who really appreciates a good FDX commercial as much as a good beer commercial, I think UPS targets their audience better. At most companies, big or small, the shipping choice comes down to price and reliability, and those decisions are made by a Comptroller, or a Comptrollers office. These guys are actuaries and CPA's. Total "A" types with the personalities of a damp rag. They want facts when it comes to business commercials and jokes during Saturday Night Live. Thus, while everyone gets a good laught out of FDX commercials, Whiteboard puts across the facts with clarity and looks more professional.

Plus, as far as business goes, I think UPS is also targeting the bigger, lower yield freight market. While stogy, it is a reliable source of income. I think FDX is trying to target all of the hot, hip little start ups with plenty of start up capital who send out thousands of $18 overnight letters.

Rott