They are willing to take a loss or they are making money somewhere else? Maybe financing? Or the market really is upside down? Personally I could care less as long as I get what I want out of the deal. Lol. They basically paid me to dive my JLR for 2 years. Lol. My JLR is listed on their site for a touch MORE than the original MSRP from 2 years ago when you calculate in the $699 shipping fee they charge. Crazy!You are correct, this is a new business model and they are willing to take a loss to gain market share. I fully expect this business model to severely put a dent in the traditional used car dealership experience sort of like Uber did to the taxi cab indusrty. It may take a few years, but I believe it is here to stay.