Saul Epstein joins a local gym in Jerusalem called "Dudu's." He can never find the time to go, but when he gets a letter in the mail saying that Dudu's will cancel his membership unless he renews, he rushes down to make a payment.
When he arrives, his speaks to the gym's owner, Dudu, and says half jokingly, "So be honest with me, do you have a name for guys like me who join and never show up?"
"Yes," says Dudu. "Profit."