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Here's the newest information I got from someone who would rather not enter the "digital octagon" with Autotrader.........I thought it was worth sharing.

After they get you to pay for trade in marketplace (dealers), it turns out that it is a customer information gathering tool for the benefit of autotrader.  They don’t tell you that customers who get their cars appraised are later solicited by autotrader to take out classified ads (additional revenue source) on their site to sell their cars.  Rather than redirect these customers back to the premium paying car dealers, they retarget the customers with a link to the classified ad portion of the site and try to collect money directly from the customers.