Pet Peeve: That 9/10 of a cent added to gasoline prices. Get rid of it.
Not gonna happen. Study after study has shown that people don't notice it much.
Have you ever read Predictably Irrational? It's often funny what people will do and believe when the facts staring right at them are the opposite. Some of it is just downright weird. Anyway, the book is a good read and worth the time.