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I'm with ya Craig.  Lexus is conducting a test and that's smart. JCPenny never tested the one-price theme, they just rolled it out and it almost bankrupted them.   

That being said... this is not an easy test.

On the dealer side, this is a cultural change that'll need training to make it work.  Depending on the rules from Lexus, shoppers will walk and reps will whine.

On the OEM side, we're in a very dynamic market where customers are selfishly looking for what's best for them.  When Lexus goes to a publicly printed one price, it's competitors will react and counter.

Lexus leadership should be able to see this coming and arm their dealers with a truck full of weapons to make sure they don't fail.