I’m no fan of privacy violations, but if everyone uses a little less fuel there are huge gains for our future, regardless of whether the cost savings trickle down to me personally.

Cheaper prices will always matter and will never cease to be one of the primary competitive angles.

Most of retail is notoriously competitive. The savings are likely to be passed down at some point. In general retail if you can persistently charge 5% less than the competition across the board, you're the next Walmart.