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It's rather older than truck stops or truck drivers. From wikipedia: "In 1900, there were fewer than 3,000 cars on the roads of France. To increase the demand for cars and, accordingly, car tyres, car tyre manufacturers and brothers Édouard and André Michelin published a guide for French...

Didn't they start it to encourage people to drive to restaurants (and so, use tyres)?

He's a snide prick.