Simple math could make you feel a little better about mileage. For instance in DonM's case, he gets 26 miles per gallon. Price per gallon locally, today, is $2.55. That works out to just less than 10cents per mile.
In urban areas where there is heavy waiting in traffic and a lot of traffic lights and other delays, the actual cost per mile will increase from burning gas while stopped.
Like Don, I have increased the fee for out of town private parties...but I do it by adding 50cents per mile both ways...and, so far, no complaints.
Eddie