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Everyone talks about "Transparency" but e-price, get price and your price are not transparent. One Price is the way to go. I recently moved to FL and can't believe the dealer fees here. According to state statute advertised prices are to include everything the consumer will have to pay with the exception of tax, title, registration and plate. I see Doc Fees of $600 and dealer prep fees of $999 in disclamers on multiple websites. These same dealers advertise $X below KBB fair market value for their pre-owned vehicles. Talk about deceptive advertising, come on. We as an industry are our own worst enemy. Advertise a real price and everything else takes care of itself. Advertise the fact that there are no dealer fees. This is what the consumer wants. Having $1,600 added to your puchase price with no benefit after you've decided on the vehicle you want just angers the consumer.