Companies are too greedy. "oh noes prices are down we need to lay off people!". They managed fine before when prices were that low before, why the sudden panic now? They're still making trillions of dollars either way.
Sucks for places like Alberta that don't have many other industries, the people are suffering from it, but in general for the rest of us it's a good thing that the prices are lower.
I'm enjoying the near dollar per litre pricing though. I filled up the other day at like $1.10/litre ($4.18/gal). It did go lower than that for about a day some time last year though but it's very rare it gets that close to the $1 mark. I remember before 9/11 when it was actually under a dollar. It went up to over a dollar pretty much the same day. Most gas station signs were not equipped for that extra digit, it was kinda humorous. Comes to show though, gas prices are just a big game. They just randomly set them on world/political events.