You see the same thing in cars.
Dealers will post a separate side sticker on high demand vehicles with a "Market Adjustment" adding to the cost of the car and the dealer's profit.
Some dealers will load vehicles with things you didn't ask for and probably wouldn't want to pay for like nitrogen in the tires, wheel locks, and ceramic coating. The dealer's "ceramic coating" is probably Pledge but you have no way of disputing it.
It is all about supply and demand and getting the maximum price for your product.
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