“Number one, there’s no brand loyalty in the fuel business, they’ll tell you right away,” Matt Horton explained to delegates at this year’s Algae Biomass Summit, where the still-youthful but now seasoned Propel Fuels CEO was giving a keynote address. “Two, people only care about price. Three, they have no real interest in the content of the fuel. Four, they are afraid of putting new fuels in their car.”