As the IAM pointed out, it's not about fuel economy. It's about safety, being in third with a little accelerator applied to maintain 30 means that the car is more responsive to the driver should they have to slow down. The difference in fuel economy between 3rd and 4th gear at 30mph is almost vanishingly small. If the aim was to maximise fuel economy we would tearing through at 50-60 in 5th (similar revs but more distance covered in less time equates to less fuel used).