Blue bikes are a membership-based bike sharing system where users can pick up a bike in a public location, engage it through mobile application, and ride it wherever they please so long as they return it to a blue bike stop. This product appeals to several of the pleasure stimuli discussed in Chapter 1, including: socio-pleasure in that they facilitate multiple people who don’t have bicycles of their own renting them from the same location and jointly partaking in the activity as well as traveling wherever they need together, and behavioral-pleasure in that bikes are easy to rent using a mobile app which is easy to use.