I've observed with mild amusement the recent spate of stories in the mainstream media about fuel saving. Maybe you have too.

You know the kind of articles. "Ten Ways to Survive High Gas Prices". "8 Things You Must Do to Save at the Pump". Even the venerable old Federal Trade Commission has a published list. Gasoline price spikes bring these out like a spring rain conjures up the worms. Once the price surge recedes (or the public gets used to the new price level) the media attention to fuel-saving goes underground again - just like the earthworms.

Yes, our collective memory is short. The wheels seem to turn something like this in the American brain. "Geez, $2.98 a gallon! Next time I buy a new vehicle I'd better downsize to something with better fuel mileage. I'm gonna go broke filling up this barge." Two weeks later, gas drops to $2.80 a gallon. "Wow, only $2.80 a gallon, now that's more like it". Collectively, we blithely ignore both past history (remember $1.25 a gallon gas?) and future trends (how high can it go?). But don't take my word for it. Check out the Oct. 19 AutoblogGreen post The Forgetfulness is Real.

Talk about forgetting. These fuel-saving tip lists are largely forgettable and that's regrettable. Most of them haven't changed much since the '50s. That's all the way back to President Eisenhower, father of the interstate highway system, for you history buffs. Same old hoary axioms: slow down, check tire pressure. You know the dreary drill. That's the problem. Dullsville. Let's face it. Quoting your fuel economy numbers is not a slam dunk pickup line at Club Med. Ripping off low ETs at the local dragstrip has a whole lot more "red-blooded-American-boy" appeal.

OK, so we forget about fuel economy and pursuing it doesn't get our juices flowing. The question I'm left with is this: Can efficiency get hip, slick and cool?