Wow! That brings up all sort of ethical issues, etc.
On one hand, it's a fair chunk of change for a business to lose. However, every state has truth in advertising laws. A business can be fined if they start posting the wrong price on a sign and then charging something else.
On the other hand is the fact that people and businesses can and do make mistakes from time to time (not me though ). It's not the gas station owner's fault that one of his employees screwed up.
THEN, the owner of this gas station is a marketing MORON! He has people all across the country talking about HIS gas station. Make a marketing pitch out of it. Go on the local news (maybe it will be picked up nationally) and play it off as a cost of doing business. Then promote your gas station and say that maybe you'll do another "free gas" giveaway from time to time as a thank you for all of the great customers that you've had over the years. Make a HUGE positive out of it. He would probably make 10X what he lost.
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