"I was just going to the library, and I happened to see that," says one driver, pointing to a sign boasting fuel for $2.99. "So I was like I am filling up there for sure."
From Madison to Milwaukee, $3.10, $3.14, $3.19... the numbers keep climbing.
While gas station owner, Mahesh Sharma's billboard may be one of the best, he says the $2.99 price is creating chaos.
"People are just getting panicked over the gas prices, maybe they think there is going to be a shortage or something like that," he says.
When it comes to supply, he is keeping a close watch, and is not worried about a shortage. His problem is that the rising prices are costing him.
"We are losing money every other day, you know there is a drive off, $20, $10 minimum," he explains.
And because of that his station will soon have to change its ways. Everyone that pulls up will have to pre-pay.
Town of Madison Police Chief Scott Gregory says, "it is a very good chance of more gas drive offs occurring, and if we can prevent them it is better for the businesses and better for us, and it is better for the consumers."
Chief Gregory went from station to station on Wednesday making sure owners knew their options because he knows the fuel frustrations are adding up.
"I'm actually buying premium so I am paying $3.19 a gallon. It cost $41 to fill up," says motorists Chris Laurent.
"Don't take it out on us. It is not our fault. We are just supplying it. We are getting it from the Mobil Corporation, and we are selling it to you," tells Sharma.
NBC 15 spoke with Sharma this afternoon, and that time he said that he expected prices to go up again Thursday.