There are a couple of schools of thought on this,

They are small, and one might think this is inconsequential but their numbers are creeping up. I don't think, based on what we know about Toyota, they should be ignored.

We believe at $3 a gallon there's not enough bite in a person's pocketbook to make a big difference,

The price premium is eventually going to have to be adjusted. It looks like they're pushing against a threshold.

The domestic manufacturers have capacity in excess of demand, so they have determined to lower price through incentives to keep them occupied.

They don't seem to be able to make money there.