the total cost curve is very flat in the vicinity of the optimal fuel economy level—total costs are relatively insensitive to the fuel economy level of the automobile. Thus, the consumer would not be expected to devote much effort to determining the best level of fuel economy to acquire. For curve 5, the difference in total cost between a 33-mpg car and a 39-mpg car is approximately $1,000, less than 5 percent of total costs. Because the economic benefits of improved fuel economy are not dramatic, consumers are behaving rationally in not demanding improved fuel economy, and manufacturers understandably may be reluctant to take significant risks to develop more fuel-efficient vehicles. Indeed, as will be discussed in Chapter 9, the technology-forcing dimension of CAFE-style regulation is one of its principal benefits.