Not again! Gasoline is pretty much completely inelastic.  So over time, as gas prices continue to increase, the quantity of gas in theory should decrease.  But in the present, every company is trying to pursuade the consumer their gas is the best.  Shell has started their own ad campaign claiming superior quality product by having nitrogen enriched gas.  Not only is it better for your car, it will also clean engine build up the company claims.  Shell im guessing will not provide how much money they spent on this ad campaign, or how much money they spent in research developing this technique, but they obviously believe they could sway non loyal Shell gas costumers with this new addition.  Gas is gas in my opinion.