J. KEVIN TUMLINSON

Just hear those sleigh bells jingling. Wait... those aren't sleigh bells! That's the sound of price gouging!

Ah, smell that December air. The Christmas trees! Treats baking in the oven! And the ever present smell of putrid greed as car rental agencies, airlines and hotels jack up their prices in anticipation of a profitable holiday season. The peak travel times are upon us, and boy are we going to pay.

Is it alarming to anyone else that on December 19th you can rent a mid-sized car in Connecticut for 2 weeks for around $300 but on December 20 it's going to cost you $1,200? Darn near scared the Santa hat right off of me, that's for sure.

Where do these people get the gall? Yesterday that hotel room would have cost $35 per night but today it's $150? To fly on December 1st cost $200 round trip but on December 20th it's $1,100? Did the plane suddenly transmuted in to gold? By the way... I don't recommend flying on a plane made of gold.

I have no choice but to say. It PAINS me to say it. I really, really wish that I did not have to say IT.

You're all a bunch of greedy no-goodnicks. That's right. You all deserve to be visited by three spirits.

I'm not going to fault anyone for wanting to make a profit, but let's be serious here. Christmas means increased travel, and so by its very nature it translates into "more." More airplane tickets sold, more cars rented, more hotel rooms reserved. More, more, more. And those things add up to more money. So, just by allowing for the increase of traffic, you guys stand to make more profit. But that just isn't enough, is it?

You had to go and raise the rates.

It's unethical. Don't like that? It's also immoral. Still not happy with my choice of words? You are a bad, bad person for taking advantage of everyone's spirit of family and tradition and Christmas spirit. You know who I'm talking to here... YOU... the guy (or gal) who makes the ultimate decision to set the rates. You, the individual who decided that making more money was more important than providing a good service at a reasonable rate.

I know what most people will say. These decisions aren't made by an individual, they're made by a group. Share holders, board members, etc. But no matter how many people are on the board, they're all individuals and they all made the decision to gouge the public and take advantage of their good will.

Is it unreasonable to expect a quality service at a fair rate? Am I asking too much when I expect more service in return for more money? If I go from $300 to $1,200 for a car, the thing better come with free gas and a back massage at the very least. And I don't want to pay for the extra insurance, thank you. Give it to me as part of the exorbitant prices I'm now paying. It's not like anyone's ever going to file a claim on it anyway.

So YOU... board member, stock holder, one of many. Do something "human," will ya? Tell the others that THIS year you don't want to screw all your customers. THIS year you don't want to raise rates just for the sake of soaking more cash out of the poor schmoes that just want to see their family for the holidays.

Step up and be better than that, will ya?

J. Kevin Tumlinson is the Publisher and Editor for ViewOnline Magazine at www.viewonline.com. He is a Houston Baptist University graduate with degrees in English and Communications and a Masters in Education. You can reach him by e-mail at kevin@viewonline.com. He will be visiting you with three spirits.