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Fuel mileage is a very tangible cost. There's a general balance between high fuel cost/short average commute and vice versa. Filling a tank might be equal to a couple dining out. The monthly total might resemble the grocery bill. They need to be filled every 1-2 weeks typically. You sit there and watch the total continue ticking up. Driving feels free until you watch the pump, so it's almost like a penalty in feeling, as if you're being charged extra. It doesn't make sense, but that's a feeling, because your choices while driving don't necessarily get connected to your upcoming gas bill. And I'll say while newer cars are considerably more efficient and reduce the number of fillups, they're more in-your-face with on board MPG displays. Mash the gas and the number dives,. But, keep it high, and you pat yourself on the back, knowing you did your best.
So, it became important because at this point, in most of the world, cars are all easily meeting acceptable safety ratings, power (acceleration), easily reach highway speed, carry 4.5 passengers, and have Bluetooth. So what's left? Superiority through mileage.
There's some irony in that the most efficient versions tend to be more expensive. The jump from regular hybrid to plug in hybrid often takes a decade to recoup in gas costs, at least with new cars.
The there's the irony that it's not a big deal. I chose the smallest engine of a used ~2010 vehicle. That saved me maybe $2k USD on its own. I get 25mpg. The other engine would get 18, maybe. I've spent under $1000 in fuel over the last year of ownership across 7500 miles. A 28% drop in mileage, a 28% increase in consumption, would cost me an extra $350/year. $30/month.
I swear, it's all a farce, likely pushed by some lobby groups to make citizens feel responsible for the climate and for being poor. Just like how we feel guilty not recycling bottles as exxon burns gas for fun and dumps it in the ocean.