You are paying more than you need to now when you buy it from a dealer. They start with huge markups, and hope they get a few suckers at that price, then negotiate down to a smaller, but still significant profit. The dealer get his cut, even when he "sells at invoice". And in the age of email and internet, customer communicate directly to the Manufacture about changes/improvement. This is far more effective than telling your dealer and hoping he passes it along.