I think they're more focused on diesel engines burning cleaner at the moment while focusing on mileage 2nd. I think once all the bugs are worked out with EGR and ULSD, the next main focus will be MPG's. Things like aerodynamics should be on the forefront now, as they can be a complete project separate from engine efficiencies.
I think the government grants to drivers (APU units in WI, newer diesel engines in CA) are a good start. Kinda like college grants for disadvantaged students to achieve success, we are no different.
I heard about the old days from my Dad. Things like waking up 2 hrs early to light a BBQ grill under the cabover to get it warmed up enough to start on a cold winter morning make me feel spoiled. My Dads buddy (62 y/o) talked about mixing a little kerosene with diesel because it was a few cents cheaper than diesel helped, having to carry a 55 gal drum of oil (slight exxageration) and the days of spring ride suspension let me know that guys like you (Gman) really paid your dues!
In my last 9 months of being O/O with my semi-largecar, I've learned the best way is to keep the left door shut and stay off the throttle. I have been using Howes every now and then, but my Dad swears by "Power Service" (although I haven't found that yet. He had a nose cone put on his HHG van to help fuel economy and belives the centramatics help tire life and provide a very modest mpg increase. Also, while pricey, aluminum wheels on all 18 help.
How efficent are the sideskirts of the Conway trucload trailers? I wish someone could gove me a number. I'm sure they help. I think I benefit from that advantage, as probably 2% if the members on CAD can crawl under my trailer (present company definitely excluded!)