We've done price elasticity studies, and the answer is always that we should raise prices. We don't do that, because we believe -- and we have to take this as an article of faith -- that by keeping our prices very, very low, we earn trust with customers over time, and that that actually does maximize free cash flow over the long term.
The future of the petroleum industry lies in efficiency, cleanliness, and low carbon. We must find a balance between traditional and new energy sources.
