West Coast Customs' Ryan Freidlinghaus shows off 30-inch wheels on a Hummer redone by his shop.

LAS VEGAS -- The bling-bling is going out of the fancy custom wheels business.
After a decade in which shiny chrome rims ruled the streets -- the bigger and more outrageous the better -- consumers appear to be passing up automotive cosmetics in order to buy gas and groceries, according to USA Today.