The use of fractional prices for gasoline dates back to the early 1900's. During the depression of the 1930's and the oil crisis of the 1970's, consumers responded to fractional pricing and the concept of pinching every particle of their pennies. Today, 9/10 appears at the tail of every gas price no matter the brand. We're so accustomed to that 9/10, it's become invisible; all eyes are on the dollar figure.
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