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That was very strange.
It reminds me of the hostile tone (not saying that's what this was, only that it reminded me) that a lot of traditional "performance" guys had towards fuel efficiency when fuel prices were high. Passive aggressive somethingorother? (Sorry, not up on my pop psychology terms.)
Watching that ad reminded me... I had almost forgotten about the number of guzzler/racers who, during the $3-$4 / gallon period, signed up to post on EM specifically to declare they were proud of and sticking to their guzzling ways. As if they needed to prove something to themselves by sticking it in our faces.
Unfortunately, they'll be back when prices go up (again) and it triggers (again) whatever that response is.
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