Not because they can...because many people pay it! The last time I bought a truck I asked the dealer to list the price of every option that was on that truck. He did, and when he gave that list to me I told him I would buy the truck for our agreed upon price less the cost of the extras I thought he had over priced. I had him pull off the wheels, tires, and other non-essentials and when the Big Chief tire truck showed up to mount the new wheels and rims I had just bought from them my truck was in the dealers back lot sitting on blocks. I ended up saving over $1500 when all was done.