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Because we are human, if we think we are getting more, we buy more. All companies have to be seen to be greener now and that is worth a lot of money, would you ride your bike if it had to be filled up every 20 miles?
Whether I go in my car or bike I am still conscious of how much it costs, if the company selling the petrol is doing something to help me get better value I am more likely to buy that fuel.