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We wonder why more customers don't chose higher blends of ethanol? Why doesn't the public demand E15 and flex fuel cars? Think of a busy shopper with minimal time to care of such things. The consumer whom is treated to an avalanche of advertising and warnings. All the information is attempting to influence their choices in life. They want a fast decision. They want a simple choice and one that is secure and will not harm them in the long run. We know the public has generational evidence upon the wise decision of choosing plain gasoline. Yet, some that want more will "feel" better about their choice if they spend more for premium fuel. Premium has to be better and the trusted supplier is providing easy evidence that it surely does keep the engine clean, for example.