Yep built right into the price is a dealer profit, right from the factory. If memory serves me it's somewhere around 3% of the sticker.
And all those little add on items when you are signing your life away, are mostly pure profit.
Heck they tried charging us an $80.00 prep fee on our 97 when we bought it used.
I asked what was the prep fee? Told it's the 2 zillion point inspection so the vehicle is perfect and a full detail. Yeah right!
Pointed out the worn out wipers, missing wheel cap, no jack, dirty interior, and told em they could either remove the prep fee or keep the jeep.
$80.00 I saved, the wife spent on the jeep for goodies.