That's what it comes down to in the end. If people will pay it, they will charge it. And even if it was $2/L at the pump, it wouldn't be the end of the world really considering the extra power you get from it and the convenience of having it at the pump compared to storing it somehow illegally at home. And I'd rather it be a bit of a ripoff but still be convenient like that rather than have them drop it completely.
We don't buy E85 for economical or green reasons, it was just a nice coincidence that it was fairly economical as well as better in the past.
The main reason I think it's becoming less economical compared to 98 right now is because the price of oil halved very quickly and the price of ethanol didn't. Once oil goes back up again relatively, then E85 will be an economical option by comparison again. So hopefully United stays with it until then. It's not like the price of E85 has gone up too drastically has it? It's more that unleaded has gone down.
As a separate issue, it seems like in the last month or so, the price of unleaded has gone up and stabilised at that higher price, which I can't really see a reason for. It went down due to the drop in oil prices, but it went up a bit again without the price of oil going up as much. Seems like their margins on unleaded have gotten bigger, rather than their costs.