Admin,
Put a thread out to insurance employees and ask them how they calculate their premiums for the year.

In the end the same system is used for insurance and with Enterprise's CDW. A profit is always figured into the price in the overall grand scheme of things. If they didn't do this then from a business perspective I would think that it would be kind of foolish.

Would you be happy purchasing stock for a risky company that continually lost money and it's stock price went down? Of course not, you want to be rewarded with a rising stock price to compensate for the risk taken.