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we should be thinking in gallons per mile

The average person is pretty bad at dealing with fractions, too. Are they going to get the difference between 0.05 gpm and 0.04 gpm? Seems pretty small, it's just 0.01!

Valid - gallons/100mi would probably be a more user-friendly measure.

Another interesting argument, although I can't find a source offhand, was to force manufacturers to display a gallons/10,000mi - on the basis that since the average American drives something like 10Kmi per year, this would convey much more concretely the longer-term difference between fuel consumption.

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