Why do you think all gas stations have big price boards visible to all sides of the street? Price sells gasoline. The Shell brand which is traditionally the most expensive in any line up of fuel stations uses store and association loyalty cards to discount as the hook bringing the displayed price for those members or promotions down to the locally “normal” price. Retail gasoline is price. Driver owned Commercial rigs are price. Company rigs are company card or named truck stop and could possibly have maintenance in the fuel selection mix. I understand we are a consumer driven product at the moment and that is simple retail price.