In addition, certain DRIPs offer (with SEC approval in the US) a direct enrollment option, in which the initial share purchase may itself be made through the DRIP, thereby avoiding retail brokerage fees and commissions. This option is often called a "direct share purchase plan" or "direct stock purchase plan" (DSPP). DRIP expert Charles Carlson has dubbed such plans "no-load stocks". However, describing such plans as "no-load stock" plans is extremely misleading. In the mid-1990s, when investing through company-sponsored plans became more popular, such "no-load" plans were created and promoted by certain transfer agents in order to create fees each time an investment is made through the plan (and, in many cases, for each dividend reinvestment). Traditional DRIPs, those available only to those who are already shareholders, are more likely to be "no-fee" plans. There are many no-fee versions of DRIPs, SPPs and DSPPs which are an efficient way to build holdings over time by making small regular investments on a dollar-cost averaging basis.