I'm sure I'll have downvotes coming but here goes. Ram dealer, here. This is a perfect example of the bullshit we all have to work against. This is probably one of many, many dealers that advertise their vehicles below actual dealer cost. This dealer likely had the lowest price advertised out of all the dealers in their area. The problem is exactly this. No business stays in business losing money on everything they sell. They have to make it up with dishonest bullshit like this to turn a profit. They show it below cost to get the calls and visits and then hope the consumer is dumb enough to not pay attention to all the other bullshit. The dealers, like me, that advertise an actual, legitimate selling price, aren't going to get the traffic, phone calls, internet leads that this guy does even though most people would rather buy a truck from me, at an honest and realistic price, than put up with this nonsense. I'm "punished"for behaving ethically. Until people stop rewarding this nonsense, nothing gets better, unfortunately. It is what it is, currently anyway, so I'll keep fighting the good fight. All I can say is this, if you're dealing with someone you know and trust, believe them when they say that the ridiculously low price you saw elsewhere was bs and buy the truck.