Another car sales strategy is to take the inflated "listed price" which is higher than MSRP and then show a sizable "discount" from that listed price, to impress the buyer on "what a great deal you are getting here because ___________". The blank is filled with whatever bullchit the salesman thinks will sound good to that buyer.
Similar thought process to gamblers I know who go to the boats or to Vegas & when they return they "won" $2,000 because that is what they had left in their pockets, after they lost $10k in the casino and had a couple thousand left.
When it comes to money, some people are no smarter than when it comes to anything else. Just look around, the stupid walk among us, and one of them is the buyer for that $19k marked up bike. Except to his buddies the price will be something like "I made them cut me a deal and they took $10k off the price!" Except he got took and paid $9k over MSRP & probably another $1,000 in dealer profit markups for 'make ready" or whatever.