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The next thing you'll tell me is that Santa Claus isn't real (j/k). I think that the average consumer is well aware of dealer holdbacks, hidden "advertising fees," etc. Invoice pricing has long lost its meaning, and we all know that. Buying a car at or near invoice still means the dealer makes a profit. I have no problem whatsoever with that. Invoice and MSRP values are widely available. The smart buyer knows the market value of a car, and shops accordingly.
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