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At the individual level, thinking of these choices as a moral issue is wrong thinking, in my opinion. At the corporate level, it should be understood there would be legal consequences for avoiding government regulations.
An example: Someone has been driving a 2005 stock Passat TDI for 14 years, using less fuel than the available gas engine. That's good, right? Although it doesn't test as clean as a current diesel, it has always been legal. If it is tuned, MPG may go up 2-3 units. That is a plus also. This owner has made choices to burn less fuel than he might have otherwise.
There is no endpoint to moral shaming. Everybody fails. You bought an SUV? Wasteful sinner! You bought an F10? Get out a here!
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