Because it didn't matter much back then to most people. You know things are changing when today's Yahoo page brings about hypermiling techniques as an article.
6 Driving Tactics to Save Gas This Summer - Yahoo! Autos
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Volvo WIA42 VED-12 / 335 hp / 1300 ft/lbs / 9 mpg
Big n' Boxy, Never met a Hill it Didn't Like
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