The dirty little secret of "Big Oil's" marketing campaign is getting out but more and more people just ignore it. Unless you've tweaked the engine or have the high performance vehicles that state it, don't buy the expensive stuff.

YVR - I tip my hat and give you a Tim Allen grunt. I used to work for a specialty chemical company that was trying to get a major retailer to sell an upgraded diesel. The upgrade was our additive package that had to be added in the semi tanker. Much to our chagrin, their marketing didn't feel that it was necessary but that was when diesel was 50 cents cheaper than gasoline. I'm not sure that we would still be selling our additives now that diesel is 50 cents more than gasoline. I'm assuming that the branding additives would likely have to be added at the bulk loading terminal or at the gas station prior to delivery. There is much discussion about this at API finished fuels meetings but it doesn't appear that there is any consensus on additives being worth the money or not.