I remember being shocked when it started costing more than $30 to fill my car, then mortified when it reached $40. I also recall the nationwide glee when the oil companies first tried to push prices over $1.00/litre, but couldn't because none of the bowsers could display more than 99.9c.
Yesterday I put 60 litres of 98 into the Stagea and paid $119 for the privilege. And I caught myself saying to the counter jockey how it's good to see the price of 98 is still quite low. How perceptions change when you've seen it approach $2.40/litre.