Call Me A Gas Whore?

I don't get people. When two gas stations DIRECTLY ACROSS FROM EACH OTHER have varying prices by more than just a few cents, logic says you go to the less expensive, correct? Well, apparently not. In our little town of Del Ray there is a local shop (love them) and an Exxon. With no exceptions the Exxon prices are always more, yet I see lines of people at the Exxon, why? i don't get it, but if there is something wrong with going to the (in this case) lowest bidder than I'm proud to be a gas whore, somehow I've got some more money in my pocket! ;)