I think it's called competition. The performance ante is rising as Ford and Chevy introduces new, more powerful models. (This is good) Plus I believe the EPA just might have a little effect on subject. Anyway, by the time your done BOMBing, how much do you think it would have cost you to buy it that way? It’s funny, I asked the same question once. I had to talk myself into justifying buying the truck in the first place (the fist hurdle, breaking down the buying resistance). Now, I don’t have to think too much about adding stuff since I reason that it’s a small price to pay compared to the investment already put out. Ah, logic!