The average consumer isn't replacing a fleet of vehicles. Of course the MPG will be less, but for people getting 30+ MPG with new vehicles, they won't complain. Remember the oxygenated fuel fiasco? That cost me fuel tanks, filters, lines, mileage and carburetors.
Ethanol is part of the oxygenated fuel fiasco. When those specs were drawn up, there were two oxygenating additives which got the okay. One was MTBE, which, it turns out lingers in groundwater and isn't especially good for humans and other critters. The other is Ethanol. This stuff did not start out to be a 'renewable fuel'. We used it in small quantities to scrounge water from fuel systems by adding a pint or so, because it is hygroscopic and from a sealed container will absorb the water in the tank and lines--critical here when it gets to -30, and I have had to clear fuel filters clogged with tiny ice crystals on the side of the road before in that sort of weather. No fun, but in those days the filter was in the fuel line, not the fuel tank, and it was a relatively simple operation, if an unpleasant one.
Anyway, when MTBE was revealed to be nasty stuff, the congress refused to renew the liability waiver for it, and Ethanol became the default oxygenating additive.
In what has become true EPA form, they kept changing the requirement until you are burning E10, and want to sell you even crappier fuel. A normally carburetor equipped vehicle I have from 1975 only got 10 MPG on E10, but got 13-14 MPG on straight gasoline. I only use the 10% figure because that is the difference in what a substantially newer fuel injected vehicle obtained.
Why aren't people griping about only getting 30 MPG?
I have a Geo Metro that will get 35 MPG and it burns oil, too (it was more like 45 MPG new), and it was made in 1991 with very minimal computerizaton. Where's the progress?
GPS? (use a map!)
Automatic/antilock braking? Pay attention!
Automatic parking? Back up cameras? Learn to Drive!
Granted, I'm not the average consumer. I'm not replacing the fleet for a while, either.
But with that small herd of vehicles, the fuel mileage thing gets more costly.
When all you have to do to achieve a quality result is to NOT do something, it seems pretty silly to keep on doing whatever it is that leads to a substandard outcome.