[Lazarus]

From the article that RH77 posted a couple of post back. That show they do care about fuel.

On the operational front, many airlines:

employ single-engine taxi procedures during normal operations and selective engine shutdown during ground delays
reduce and measure more accurately onboard weight while redistributing belly cargo
tanker extra fuel on certain flights to avoid refueling at more expensive locations
cruise longer at higher altitudes and employ shorter, steeper approaches

In terms of planning for fuel usage, airlines may:

optimize flight planning for minimum fuel-burn routes and altitudes

work with FAA to change en-route fuel reserve requirements to reflect state-of-the-art navigation, communication, surveillance and wind forecast systems

employ self-imposed ground delays to reduce airborne holding
modernize their fleets with more fuel-efficient airplanes
invest in winglets to reduce aircraft drag and thereby increase fuel conservation
redesign hubs and schedules to alleviate congestion
advocate expanded and improved airfield capacity
use airport power rather than onboard auxiliary power units (APUs) when at the gates
change paint schemes to minimize heat absorption (which requires additional cooling)
pool resources to purchase fuel in bulk through alliances with other carriers

Rick is correct on the reduced power takeoff if all the factors will allow a safe takeoff.