Those markups are there to discourage you from the idea that you should get a price under MSRP.

In other words, if you saw a price of 90K you would be temped to actually try to get the vehicle for 85K. But just by putting this sign on the car, they almost assure that you will feel that you didn't get poked in the rear when you pay MSRP. It is a good ploy by the dealers.

If enough of you walked out as soon as you saw that add on sticker, they would stop doing it. But consumers are not that wise.

This is how they were able to get 10K over MSRP for the first Miata's. People had to have it, so they paid what the dealer demanded. The next year, they sold for 13K or less.

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2006 X5 Sport 4.4i