I guess as long as there are people willing to take the price gouging by paying over sticker price for a new vehicle, then dealers will continue to do it. I just think it's shady business practices to do this on a new vehicle, but Dodge/Chrysler/Plymouth dealers have done it for years. All you have to do is look back to the Viper, SRT-10 Ram and Prowler releases. I just have to laugh though when one year later, these same people who paid over sticker price are complaining about depreciation.