Perhaps you are aware of TrueCar, you've seen the TV commercials or even visited their website. They claim: It occurs to me, without them directly saying it, that this service is basically designed to let "the meek or lazy" car buyers ride the coattails of "the hard-nosed, tough, and shrewd negotiator" car buyers to avoid getting ripped off when buying the same car models. Now, assuming TrueCar has some level of success and gains more and more people who follow it and believe their "honest and fair" prices are the best deal they can obtain, there will be fewer and fewer buyers acting outside of TrueCar who are actually negotiating those lower prices for the huddled masses. Of course, not everyone in the market will follow TrueCar, but as more and more people do, the net effect will be just what the dealers (which, they clearly state, are their partners) want all along - higher sales prices. Following that, at some point, there will be no benefit in using it. .