Taste definitely matters, that's true. Unfortunately, the atrocious diesel vehicles GM sold in the past killed most people's desire to ever own one. You should see how engine technology has changed in the last few years, its really quite eye-opening. Modern common rail diesels to have a bit of clatter, but its not obvious to the average person that they aren't gas. The new emissions control systems, including particulate filters, are superb. You won't see any crap coming out the tailpipe, and they don't smell at all.
The fuel in Europe is far superior to what we get here, but I agree that ULSD is a bit silly. I'm not getting into an argument over militarism, I only brought up purchase cost, and operational cost over the range of a tank.
Thank you for having civil discourse though, it seems that is beyond many.