The media in my opinion is a big part of the problem. I've seen news articles that say "prices going up but it won't stop people from travelling." Excuse me but how can they make such a blanket statement like that. It certainly has affected my driving habits. I can't speak for others but neither should the news outlets. All they're doing is helping the oil industry by telling them no matter how high you make the prices, people will still drive as they've been driving, so keep it up. I'm sure the people who must drive their own cars to work will continue to do so but the higher prices get, people will start coming up with other transportation plans. Won't they? When families have to start choosing between food on the table and putting gas in their car I think it will matter greatly. I'm sure many people are already having to make that choice back when gas was "only" $2.25 a gallon. There needs to be some regulation as it's really getting out of control. Wages of the average worker can't keep up with this so called supply and demand free for all.