Trickery at Shell Gas Stations

Pumps at Shell stations are not labeled consistently; sometimes the price/octane level goes up left to right, and sometimes right to left. I refuse to believe that this is an accident.

There are two plausible explanations:

1. The back to back pumps are mirrored to reduce the amount/complexity of pipe that needs to be used. Those pumps are not all that close to each other though - I'm not convinced that there would be enough of a savings to warrant that design.
2. Shell has built the increased chance of people mistakenly choosing the premium gas into the business model. It is entirely possible that low octane users (the poorer, presumably stupider ones - like me) are more likely to make this mistake, making it a net profitable situation for the stations. Or else so many more people are trying to buy low octane that even at equal mistake rates it is still profitable to encourage confusion.