Stop Paying an Ego Tax on Your Car Cars have large premium on ego value. The features provided by SUVs neither are or nor used by most of the users, the reason is they buy heavy and powerful cars to feel more secure. Therefore the benefits are towards ego not reality. With global warming becoming more prominent, the price of fossil fuels will increase, which will result rise in tax on ego based transportation. You can burn out your wallet paying for ego benefit cars. But ego costs are easy to cut, and even better is the self-esteem dividend that you'll receive from not needing to pander to your own ego gone wild.