Since most gas stations in the U.S. are not owned by the oil companies, oil companies shouldn't entirely be to blame for consumer gas prices. Oil companies may set "wholesale" prices but individual gas stations set "retail" prices based on their costs, local demand and competition, taxes, desired profit, etc.
A lot of businesses regularly set and adjust prices based on demand factors e.g., restaurants offering specials/discounts during the week but not on Friday and Saturday nights, movie theaters charging higher prices during peak show times, airlines, car rental agencies, and hotels charging notably different prices depending on demand, season, day of week, etc.