While I hate the idea of paying markup, and would avoid it myself, it is simple economics that when the demand for the item exceeds the supply, the price goes up. As the Barrett-Jackson auction proves over and over, there are plenty of muscle car enthusiasts out there with more money than they know what to do with. When they'll pay a hundred grand for non-original, engine swapped restorations, why would they bat an eyelash about dishing out $50-60 grand for the first new Challenger? To some people, 10 grand doesn't mean any more than what a couple hundred bucks means to me. Just hope that Dodge starts crankin these suckers out so that the markup is short-lived.