Wow, five days since the last "what's bugging you" post. The S.O. and I noticed something odd at a gas station in Madison - the "Gas U-Save" at 2801 University Avenue (I think it's on the corner with Franklin Avenue). Maybe the collective know-how on this board can help us make sense of it. The U-Save (previously the U-Pump) has for years had the cheapest, or nearly the cheapest, gas on the near west side; but now their posted price for gas is $4.19. In comparison, the Hilldale Shell and the Mobil stations a few blocks west on University, whose gas prices are usually among the more expensive in the area, are selling gas today for $3.71. The S.O. read on a neighborhood email list that the Gas U-Save has become "full serve," hence the considerably higher price. This is what puzzles us. For years, this place has plied its trade on being the cheap fill-up, and they seemed to get a lot of business as a result. So what would be the value of switching to full serve and in the process turning their back on pretty much their entire customer base? Even if the full-serve information we have is inaccurate, why would you charge almost 50 cents a gallon more for gas than any of your competition - especially these days, when most everyone's freaking out about gas prices? We drove by twice today, during prime Saturday errand-running hours, and no one was using the station (small sample duly noted). I didn't notice any "Full Serve" signs, but we didn't exactly want to slow way down on University to check carefully, and we didn't want to pull in and give any indication to the staff that we wanted to fuel up there. Also weird is that the station has removed the roadside sign that displayed the gas price. Instead, the gas price is displayed on two LED signs in the front windows (so you have to turn your head away from traffic to see what they're charging). Is there a legal minimum standard for how prominently to display the price of gas? Even if their current method is legal, it doesn't seem very smart; if I weren't familiar with the streetscape in that area, it would be easy to just drive by and not even realize a gas station is there. I feel like I should point out that I'm not one to obsess over gas prices. We just can't figure out what the owners are up to.