Have to agree -- I ignore them. That said, I have always assumed that they come from dealers who want to talk to you in order to make the sale, and the ads are just teasers looking to rope people into the sell zone. By way of explanation, however, I also suspect that, in many cases, authorized dealers are prohibited by certain agreements with the manufacturers from advertising equipment below a certain MSRP (such agreements are not uncommon, and done as a means of protecting dealer relationships). Thus, I expect they would say that such ads are really to the consumer's benefit because the want to give you a better deal, can't advertise it in writing, and can only tell you about it if you call. I still ignore them, but that's likely the full story.