This is another topic, but why is E88 the only option on that pump that doesn't say how much ethanol the option contains or might contain? 3 of the 5 options say explicitly no ethanol. 1 of the 5 says how much ethanol it might contain. The E88 option says nothing about the level if ethanol in it. E-85 has been around a long time. Most people know what it is.  I still say the average uneducated consumer sees E-88 and thinks "88% ethanol - I'm staying away from that." And don't blame that on the consumer. The first rule of business is "the customer is always right. Even when he is wrong."