It's finally a reality.  The last two 76 stations I went to said that
the fuel "may contain ethanol", and "up to 10% ethanol."  There's also
a shell station that I know of which also posts the "up to 10%
ethanol" sign on all the pumps.

I haven't seen anything from any of the Cheveron stations around.  I
specifically avoid Exxon/Mobil, so I can't comment either way on them.

I read that a company called Caltex, whom apparently operates in
Australia, has priced their E10 at $0.03/L lower than regular unleaded
petrol (that's about $0.12/Gallon cheaper for those who aren't good
with the metric->imperial conversions).  It'll be interesting to see
if any American companies follow suit.  It looks like Caltex is making
strong progress... but they seem to be a huge company so it would be
absurd to say that this pricing strategy is what's causing them to be
so successful.  However, if you look at it the other way around, this
is a rockin' company and this is how they handle their pricing
strategy for ethanol, a case could be made that it's a wise decision.

The site where I got the Caltex info appears to have been removed, but
here's a link to the cached version, courtesy of Google:
http://72.14.253.104/search?q=cache:6RXLpkaa-msJ:www.caltex.com.au/ab...