I think the only problem is with Americans who have lifelong access to cheap and plentiful fuel supplies, much of it homegrown, and not taxed to the hilt. Who cannot imagine any reason not to 'fill 'er up, Jose!' Elsewhere, we have become more adapted to viewing fuel as a costly and precious item and learnt to work around that criterion. I guess it makes a far bigger contribution to the bottom line on this side. But they are learning- fuel costs are coming home, even over there.