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It's a rare business that goes from upscale to budget. Most vendors - regardless of their product - are inevitably drawn upmarket by the lure of increased margins and the inherent value in their brand. Obviously McDonald's is never going to be Ruth's Chris but they aren't Taco Bell, either. They haven't had a "we're cheap" ad campaign in decades. It's all about loyalty, lifestyle and tradition. Petroleum, on the other hand, is a commodity. You might have loyalty to the brand across the street, but only so long as they aren't more expensive than a few blocks out of your way. It doesn't nullify the core of your wager, but it does give you a bigger edge than first inspection would suggest.