morning in california's napa valley and this is what you see. hot air balloons flying high above, dotting the sky with their colorful canvases. these balloons seem indistinguishable. the pilots and owners know exactly who is who. >> those with balloons are bee and napa valley balloons. >> they founded their company above the west in 1979 and started working at it full time soon after. >> i used to have a real job. then after the merger and acquisition, pay too much, or know too much, you get fired. >> when they began, there wasn't much competition, only one other company. today, there are six. any tourist looking to book a ride can find flyers that don't look that different from each