Funny... and true. But Joe, I'd submit to you that, with the amount of information available to them today, customers are trying to make this more of an analytical purchase. This is evidenced by the amount of time spent researching.
In the past, we'd work hard to play up the emotional aspects of the sale - to take logic out of the equation. That's because there was no logical reason for a customer to buy THIS car from THIS dealer and buy it TODAY. Emotion had to rule the day.
Today, if the dealer has put as much attention into researching their market conditions as the customer has put attention into researching their buying decision, they have the option of supporting and reinforcing the analytical side of the equation.
Rather than fight the customer's logical side to bring more emotion into the sale, play to their ego and intelligence. "Research is very good thing. I'm glad your research led you to us. We've researched the market extensively as well, before we ever put a price on this car. We don't price our cars to play games with, like some dealers. We price our cars to sell."
Is playing to their ego and intelligence a bit of a game? Sure it is. But it's a radically DIFFERENT game than we used to play. And it's an easier game to play than moving someone set on making a cold, analytical purchase to someone willing to make a purely emotional purchase.