I live in a small city that is HQ for one of the larger downstream petroleum companies (used to be HQ for #3 integrated petro co). 3 of the 8 stations in town sell fuel with no ethanol, at 10-15% higher price per gallon, so operating cost is probably a wash.
All the lawn service guys, tree trimmers, small farmers come to these stations to buy their "off road" gas. 10-15% ethanol seems to be hard on small engines, particularly two-strokes, so they'll readily pay the premium.
Outside the oil patch, ethanol free will be hard to find, some states simply don't allow it and the Federal mandate for ethanol keeps reducing the amount of ethanol free that can be sold by each downstream company.