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Media is an unpaid PR department. That's all it is. It is a mutually beneficial way to get the word out on new cars and help carmakers sell cars.

There's also been a significant backsliding of competitiveness for the consumer in the last 5 years. TrueCar used to be a good tool for people in finding good deals. Not anymore. And dealers are using the internet more effectively without significant reform to their business practices.
 
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