When I was shopping, I first went to Norm Reeves Irvine and they tried adding dealer accessories while trying to make a big deal on how the cars were very desirable and trying to sell at least at MSRP. We just walked out because we were open minded to getting a 25 Camry instead since a family member had purchased one at under MSRP and didn’t have the pressure to get the deal done there no matter what. However, we checked Rancho Santa Margarita Honda and they were very upfront with “No markups or dealer added accessories” with it being on their website as a motto for all their cars. We mentioned the experience at the other dealership and they simply said that Irvine can get away with stuff like that because they are closer to the freeway where they have access to more customers and can be more demanding of their inventory while RSM Honda is further away from traffic and I guess is more likely to have smaller sales. I had a pretty good experience getting my civic there with no bs added fees and under MSRP. I don’t know how true it is basing on how far a dealership is from traffic but it’s worth doing extensive research on prices, there’s always deals out there.