From the article Jay linked…
National Annual Average Retail Price of Self-Serve Regular
· 1999: $1.16
· 2000: $1.51
· 2001: $1.44
· 2002: $1.35
· 2003: $1.56
· 2004: $1.84
· 2005: $2.26
· 1999 to 2005 Average: $1.59
I know you guys are joking but,
seriously the key is to keep demand low.