To maximize their effectiveness, color cases should be printed in color. French advertising company JCDecaux and the city of Paris jointly developed V lib', a wildly popular bicycle sharing system. Despite V lib's public appeal, vandalism and theft led to ballooning operating costs-costs borne by JCDecaux alone. The two parties opted to renegotiate their contract, which would impact prices, revenue sharing, cost allocation, and the operation of the system as a whole. Could the parties agree on a common strategy that would meet their objectives, while still delivering a first class bicycle sharing service to the city of Paris?