Colbert had a piece a while back where he made fun of a full page ad the oil companies took out (NYT I think) showing where your dollars go when you buy gas. Basically the ad showed they make no money selling gas, all the money they bring in goes elsewhere. Somehow he found it odd they made no money from selling their product yet managed to post profits... record profits. How odd indeed.
If you're dumb enough to believe the spin the oil companies are putting out you deserve to pay $10 a gal.
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