"The incremental revenues from the mall and stadium won't pay the debt service."

Then you look at incremental revenue and tax that.

"This is a here-and-now reality in terms of how we are approaching the marketplace and using incremental revenue to drive our market share."

Yes, it's a tax, because what it does is dramatically decrease the incremental revenue from each subscriber.

Carrying extra passengers costs next to nothing - and the incremental revenue goes right to the bottom line.

With all these changes, the company was adding incremental revenue while protecting the simplicity of its core product.

A part of the incremental revenue will be used to reimburse the city for the additional burden on services.

Of course, standing in the way of such incremental revenue are some very daunting fixed costs.

"But for anyone who was doing less than that per month, it's incremental revenue for us," he said.

This resulted in an increase of 53.6% over the baseline, and $9,772,073 in incremental revenue.