People pay premiums to be associated with certain types of cars or gadgets (see iPhone), and in some cases they get the added benefit of the product doing things better than less expensive competitors.

Cars are different because they are a good that people can be seen flaunting around town. Bumper stickers serve the same purpose, but you don't see people promoting "I Compost" or "My Washer Is Energy Star" because the attachment isn't the same as with a car.

The Prius also happens to save owners from many trips to the gas station, and be a well functioning car. But there is a backlash from some drivers who don't like others' commitment to sustainability to be shoved in their faces. Divisiveness, however, is not what we need to make sustainable living something seen as a positive that encourages more people to join the movement.

The focus should be on the financial and personal/health benefits that you get from treading lightly. Saving money on gasoline, electric bills, eating healthier, and living longer because of cleaner air -- these are the traits that the majority can relate to, not the aura around a vehicle. Hopefully their will come a day when the Prius will be just another fuel efficient car (and the Hummer and other road yachts will be retired) and people will think of the sustainable benefits first.