I bought my xB in November, and have been trying to optimize my MPG since. In that time I have saved over $500 in gas over what my last car got. If I wasn't optimizing I'd have saved *maybe* half of that. So that is $500 to waste on other things.
The most interesting thing for me, in addition to the "game" of hypermiling, has been how much more relaxed I am now that I think about driving lightly rather than being the first one there. I used to stress out and yell whenever someone cut me off, or passed me, or was driving "too slow"[1], or was just in front of me. Now I'm much more relaxed and take it easy. It makes driving less stressful. And when I do drive "spiritedly" it is more fun and I don't feel guilty about wasting the gas, since the rest of the tank is still well above average.
[1]given I drove at around 80mph, they could be doing 75+ and I'd still get ranty
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