They are now effectively selling a race fuel at the pump. Which isn't what their initial expectations would have been.
The only reason caltex did it was due to the partnership with Holden, and the perception that it is a green fuel.
No one in their right mind would run it for the green reasons, as found out by no one actually really using it in Holdens, as demonstrated by holden dropping the flex capability.
I'm sure united won't continue for long with e85. Which is a shame.