Aside from real estate very few products are sold like vehicles where every sale is a price negotiation. That's the crux at what is wrong with the industry as a whole. Have you ever tried to buy, say, a pair of riding boots online? Exact same price everywhere unless they are a closeout model. The manufacturer sets the price and that is what they sell for. Vehicles should be the same way. Saturn sold a shit ton of cars when they first started out because people loved the no-haggle purchase model. There are essentially two types of buyers: the kind that loves the negotiation process as much as the sales staff and those that liken the purchase experience to having root canal. No prize awarded for guessing which group is a massive majority. The system needs to be shit-canned but it's so entrenched it will never go away.