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The average commuter passes dozens of massive, brightly lit roadside gas station signs every week. Over a year, a driver will consciously scan or look directly at a gas price sign thousands of times to gauge the market or find the cheapest pump. Yet, despite being one of the most frequently viewed numbers in daily American life, the 9/10 fraction triggers a phenomenon known in consumer psychology as the "Left-Digit Effect". Because drivers are traveling at high speeds and m

Gas prices have always been a hot topic. We feel the pinch at the pump every time prices rise. But have you ever wondered how gas prices got to where they are today? Let’s take a journey through historical gas price trends to understand the ups and downs of fuel costs. This look back will help us see why prices fluctuate and why the confusing 9/10 gas price fraction still exists. Understanding Historical Gas Price Trends Gas prices don’t just jump randomly. They follow patter

The numbers are in, and it turns out we aren’t the only ones tired of the psychological tricks on the big plastic sign at the corner station. Our launch video, "Help Us Cancel the 9/10 Gas Price," is officially picking up serious speed. Thanks to all of you sharing, commenting, and getting mad about fractional pennies, the video has officially blasted past 12,000 views! Even better, our community is growing rapidly—we’ve just crossed over 650 subscribers right here on our cha

“What Would a Retired Person Do With $1.2 Billion to Make the World Better?” This thought‑provoking video explores how one individual—free from the pressures of career, status, or legacy—might use extraordinary resources to create meaningful, lasting change. It’s an inspiring look at generosity, imagination, and the power of purpose. In just a few minutes, the video walks through bold ideas, practical possibilities, and the kind of world‑changing impact that becomes possible

How much will it cost to cancel the 9/10 on gas prices? The following article is a little long, but interesting - so I'll give a quick summary: The initial hard dollar cost to get rid on the 9/10 on signs and pumps = $100 to $200 million Since the 9/10 generates about $1.2 Billion each year that represents a one-time cost of only about 60 days revenue, or between 8% and 15% of the one year total. If they round up the companies will gain about $140 million every year - that sh

The 9/10ths Illusion: Why It’s Time to Clean Up America’s Gas Signs Next time you pull up to a pump, take a look at the massive price sign towering over the asphalt. Look past the big dollars and cents down to that tiny, permanent fixture tagging along at the end: 9/10. For roughly a century, fuel retailers have used this psychological pricing trick—tacking on nine-tenths of a cent to make a gallon of gas look just a tiny bit cheaper than it actually is. It’s an outdated reli