Economists know about a "demand curve" that as prices rise, people's demand for a given product decreases.
There's speculation that demand for gas is "inelastic" and that people will continue to purchase it, no matter what the price.
That's extreme, of course, but 'relative inelasticity' is a possibility.
I've noticed in my conversations w/the NFO that gas has begun to factor into our decisions...namely how to economize trips.
Also, talked to a friend where one of (not the primary, mind you) factors in which school would be best for their kids was gas mileage.
Has it started to affect you?