In this article the authors discuss the California Department of Transportation’s (Caltrans) FasTrak electronic tolling system for the San Francisco Bay Area’s eight toll bridges. The system works via a transponder placed in the customer’s vehicle that interfaces with the toll booth, allowing for swift throughput, reduced risk to tolling operators and reduced staffing levels, as well as reducing stress and road rage due to faster tolling speeds. The article also provides a data analysis that lists the usage rates and pricing of five other electronic tolling systems in the United States. The authors propose that FasTrak offers sufficient benefit to California that users should receive an incentive in the form of a toll discount for using the system. Another proposal is to lengthen the queuing lanes for FasTrak to maximize benefits for users. A marketing campaign is also recommended.