No one is forcing anyone buy from a place you don't want to. The FTC is just signaling that haggling style dealerships are no longer your only choice. Remember Saturn? For 10 years you paid retail price, no haggling. Many people chose that. You now have MORE choice - you are still free to choose the car outlet, brand, and model of your choice. If you like to haggle, you can go to places where you can haggle. If you want to buy direct from the manufacturer (like a Gap t-shirt or a Bose stereo) you can do that too.