Rolling Stone (yeah,
) had a good article on this a while ago. One of the contributing minds to it was an official for BP, who said that it's basically up to the oil industry itself to find these solutions. The main point he expressed was that oil isn't going to just disappear one day, it's just going to get more and more hard to find and thus more and more expensive. Thus I find it ironic that the only people interested in the market are the yuppies right now.
One of my uncles drives a Prius, though I'm not sure if he's aware that it's not really saving him money in the grand scheme if he keeps getting a new one every three years. Still, I'd love to own one.