Most consumers think they are dealing with individual 'private' car dealerships..
But in reality these "dealerships" are now all part of Mega Conglomerates (controlled by a dozen or so).. and they basically act like monopolies.
So even if you think you are 'voting with your hard earn $$$'.. by shopping around or going to their competitors, you're just going to the Same company with a different signage..
What happens behind the scenes is quite insidious.
Because they not only Know where you've shopped at (dealerships in their 'network'), they can also see what you've looked at [vehicle(s)] and/or who you were negotiating with, if or what your trading in etc etc.
When I say vote with your dollars, if you don't like the car or dealer because of the pricing, buy something else. Used cars from private parties don't have hidden fees. Internet cars sales are more transparent and you never need to talk to a person.
Personally I'm more likely to buy car from a dealer with a good service department, because you will deal with the sales department once and see the service department for years. An extra $500 for the car with a great service department will be cheaper in the long run. Where I live Lexus has great sales people, but the service sucks pretty bad. My wife loves her car but we are very much considering other brands because the service is so bad.
What they are doing is just sales and how it works. You don't need a network of dealers to figure out what people want and are willing to pay. But the information is worth a lot of money because you can paint the picture of the customer, with their likes and dislikes as well as their price tolerance and still have incompetent sales people. When it's digital it's portable.
Good sales people don't need the network and the secret information about you. They listen to you, build the relationship and make you want to buy a car from them. They get you to pay more and send your best friend over to them.
Even with all their network tools they are nothing compared to Amazon, Google and Facebook. They can predict what color underwear you will wear on which day of the month. It's because it's not a guess it's influencing you. They are probably influencing your next car purchase than the brand or dealer.
Watch "/Social Dilemma" on Netflix. That's truly insidious.