They're making as much money selling you a cup of coffee and doughnut as they do a tank of gasoline. They stay in business selling soda pop, cigarettes and lottery tickets.
They're having a very good year, and that money is coming out of your pocket.
It is a tough crowd to try to convince. The message about what will happen, as far as how much money it will cost them and how they will lose their driving privileges if they get busted, seems to have more of an impact than (the message of) saving lives and preventing injuries.