Amazing article that really drives home the point that innovation is truly the lifeblood of every IT company. Fantastic example of the Airport parking woes which really has every traveller on edge as the precious minutes used up by looking for a suitable parking before check-in are usually the most stressful and aggravating. Haphazardly parked cars take up space and also lead to a fall in revenue thus establishing a clear relation between the ROI and IOE.