"Do we really care about the cost of gas?"
... of course!!!!
I understand that price can/could/should be passed onto the end user or consumer, but anything that affects my price, costs & margins - I care and care in a big way!
From my perspective, I am focused on growing my PW business and gas prices make a difference... why?
1) Client Acquisition
I need exposure and face to face contact with potential clients to develop my brand and sell the benefits of my service. yes this can be done through marketing materials and phone/email, but probably would not be as effective as face to face and a handshake, which involves driving to various locations... therefore I care about the cost of gas
2) Cost of Jobs
Initially, jobs are taking longer - partly due to a need to develop more efficient practices which will come with experience and partly due to taking extra time to ensure job is more than satisfactory (which is currently the case according to client feedback!!!:))
this means I am using more gas... therefore I care about the cost of gas
3) Economic conditions
As has already been mentioned, the gas price increases have affected things we buy for the household and business - requiring us to make more money to continue to get by. In my situation, in the early stages of this business, making more money costs more money (being a 'mobile contract cleaner' means more gas)... therefore I care about the cost of gas.
Don't get me wrong, I would not use the cost of gas as an excuse for poor business performance, but I would be foolish to say that I didn't care.
I am giving my perspective as a new entrant in the PW industry.
I also run a Swimming Pool Service Company - how many accounts have I lost in the last 6 months...45!!!... no, it wasn't due to poor service or overpricing. 40 of the accounts belonged to a management company who decided to take services in-house to reduce their costs and 5 private accounts, again, who were very happy with their service had to cut their household expenses.
Just my input from a different perspective...