I'm certainly appreciating my Toyota shopping today. I love it when I need to give my name and email address to see the price of a product I want to buy. In fact I'm loving it so much that I'm buying a Ford. That's what is going through my mind as I'm seeing these new pricing compliance rules and seeing some of them actually in the flesh. I hear Honda has pushed this too and Hyundai is switching to this model soon. A customer is on a dealership website and has to submit their name and email address in order to view a price less than invoice ....which is every car for the most transparent dealers. Can someone explain the logic here?