As I filled up at a Shell tonight, I noticed something odd: the "base cover" of the pump said "V-Power" in large letters and "Shell" in tiny print, like an afterthought. All other brands advertise, well, their brand there (i.e. BP has a BP logo there). Shell isn't advertising their brand, they're advertising one product. The area by the V-power select button was red to grab your attention, instead of the yellow found elsewhere on the pump. As I was filling up (with Shell regular, no less!) I noticed promotional literature for, you guessed it, V-power Nitro. No mention of their regular gas anywhere, except right above the 87 octane button. Car magazines don't have ads for Shell gas, they have V-power Nitro ads. Anyone else noticed this? BP advertises Invigorate in all grades of their gas. Exxon/Mobil advertise Synergy, again, in all grades. Same deal with Sinclair's Dinocare or Citgo's Triclean. All these companies advertise the quality of their fuels (all octane levels), but Shell advertises its "V-power Nitro" and just happens to sell 87 as an afterthought. Although their regular is Top Tier, they make no mention of it anywhere. It's all about the premium (probably ten percent of their sales).