From Chrysler's standpoint, I don't know if it's a dumb move or not. Considering that many people (definitely not me, though) have been willing to lay out thousands over MSRP for a Challenger, Chrysler probably decided it's time for the corporation to get a bigger slice of the pie. Probably by the time the 2010s are available, Dodge dealers will have cut back on their gouging of the public, so people who've been waiting for the price of Challengers to go "down" will think that paying just the increased MSRP -- or even less -- will be a real bargain.