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Depends on how much value there is... If there's hundreds of dealers count me in, if there's tens of thousands of dealers count me out. Not going to pay $10K/month (for example) for that if I can spend the $10K elsewhere and see better returns. (As that method failed already, time warner cable's auto on demand.. And their CarSoup was it? Which also failed..) But besides the point.. That's like putting your name in a business card bowl and having hope that out of the hundreds in there someone will see yours.. But you're also paying to be in the fish bowl.. So you pretty much lose every time and a few times you'll get lucky.