For many of us, the dealer isn't providing much value add in the equation. I find that many of the salesmen don't know the vehicles very well in general. I also know that a significant part of a dealership's revenue comes from service these days. So building a customer relationship is important to this. I am a Ford shareholder, and I think it hurts Ford as a company when dealers gouge customers. For the most part, cars a commodity product, that loose 20% of their value when you drive them off the lot. So paying over MSRP is crazy given this reality for a depreciating asset. Dealers have been fighting companies like Tesla with lobbyists in many states, as they realize often the dealers are not adding value. If I order a car from a dealer, he has no inventory cost as the car is paid for when delivered. If these large dealerships were loosing money, they wouldn't keep getting larger, so please don't give me the standard sob story. If Ford has a product that people want, maybe they should build more of them, no? That is just good business. 8000 dollar profit on a truck (probably more on the Raptor), seems like a good days work for an order with no carrying cost. Plus the potential for service revenue on top.