It has to do with the customer's willingness (and ability) to pay. The first run of cars are targeted at those customers who are willing (and able) to pay a big price for the car (where price is less of a factor to them). Dodge thinks there are about 4,500 of those customers out there, and they're probably right. The dealers get this, and they mark up (they have every right). Then, Fall 08 kicks in and Dodge manufactures a bunch of cars with options (5.7L, RT SRT, colors, etc.). These cars are targeted at Challenger, Mustang and Camaro customers. This is when competition heats up. This is a group who watches price much more closely. The dealers see this and start targeting volume by talking people out of Mustangs and into Challengers (and so on). Late 08, the 08s and the 09s should be reasonably priced at MSPR or something a little less. This is evident because of the MSPR of the first 4,500 SRTs. That price is set for eventual mid-high volume / low per-car profit margin (the Viper is the opposite). I'm waiting until the "price-is-no-option" group of 4,500 gets their cars, then I'm going in! I'm guessing November/December 08 there will be some "normal" deals out there.