Pretty sure the dealer sets the price bit it's likely driven by other dealer's "internet" price. Personally I like car shopping on the net...beats the hell out of driving from dealer to dealer and putting up with salespeople at each one. I bought a Mustang GT last year. Took months to find what we wanted for the price we were happy with. We quickly noticed that similarly equipped cars were all the same price...regardless of dealer. Anything that looks close you need to call about. Make sure they have it(all those ads have stock #s,be sure to reference that), it's equipped as listed, the price is as listed, etc. We found a number of cars that weren't exactly as listed when we called. We ended up driving 200 mi roundtrip to get our car but it was worth it.We also had a 100 mi wild goose chase even after talking to the dealer...it wasn't what he said so we walked out. He called me a bunch after that with other cars but I told him he was done.