duuuuhhh... then you need to get off your ass and contact the Exxon execs and help resolve the pricing problem, or else face the consequences. and duuuuuh... if you're out of business, Exxon makes no more money locally.
and if I know I'm gonna be boycotted, as in make no money, I'd start selling at cost, not the price gouging cost. something is better than nothing!