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I think what bothers people the most are the tactics associated with pricing. After a while it becomes gimmicky and customers eventually catch on (luckily people don't buy cars that often). The educated customers can walk away with incredible deals but those unprepared can just get worked over. From a dealers point of view I think fatter margins on the vehicles themselves (through a minimum advertised pricing program) would be a good thing but from an OEM point of view - I'm sure they'd rather you deliver as many cars as you can. Ultimately customers should be pointing their fingers at OEMs as they create the incentives in the first place.