Have you read Robert Ciadini's book? You should, it explains all the tricks marketers use to persuade you to buy something or buy into something. Most successful companies use some form of persuasion to get you to do something. http://en.wikipedia.org/wiki/Robert_Cialdini
And yes, I do find the fact that gas stations price at tenths of a cent to be very dishonest - especially when they ALWAYS round up to the nearest cent.