If you assume there will always be people who want or need either power or size (hauling capacity) or both, then you have to applaud any efforts to improve economy at any level. In fact, if you do the math, you will find that a 10% increase in fuel mileage on a vehicle that gets 15 mpg saves a lot more fuel than a 10% increase in economy on a vehicle that gets 40 mpg. I drive a Honda Civic Hybrid because I think its the right thing to do environmentally and because it saves me money. I also have a 4 wheel drive truck because I need it for some tasks and, on some occasions, for getting in and out of our home in the mountains. I will be overjoyed when someone can give me a replacement vehicle that gets 30 mpg