Sun Gas Station Shell Price Gouging Orlando, Florida

I recently had a bad pricing experience with a Shell Oil station on Feburary 19, 2011.  The station was located just north of the Orlando airport. It appeared to be relatively new and no price marque had been erected. I do understand that  there can be some price adjustments due to real estate fluctuations and local market conditions, however gasoline prices in the area were ranging from $ 3.09 to $ 3.17. I stopped to top off my rental car and since I knew it would not take much I went ahead and started pumping. When it quit I looked at the pump and then at the receipt.  I was astonished at the price of $ 4.999 /gal. that I was charged. This is nothing less than pure gouging.