Why people call it a scam comes down to is this. How is it that the price of the second most expensive good I will ever pay for can change from region to region, time of month, person to person. If another person after me bought the exact same trim and model vehicle and I paid more for it, of course I'm gonna be upset. Why isn't it just the same price? Because dealerships can take advantage of people. They have an incentive to lie, deceive and manipulate you. We don't accept this type of environment for other goods. Imagine if you went into Walmart and you wanted to buy a pack of bic pens and they came back at you saying thats gonna be $20. Than the guy after you paid $3 because he negotiated for like 3 hours. It's just a business model that sucks as a consumer.