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The article describes unhaggle as a service to the consumer, but it is more a service to the dealers. Unhaggle sells targeted customer info to the dealerships. This is explained in ref 11 http://www.canadianautoworld.ca/dealer-news/unhaggle-unleashes-two-new-dealer-products
Currently (Sept 2018) the unhaggle site has a two step process. First the customer provides her contact details to learn the MSRP of a vehicle model. Second, the customer purchases the premium product to get competitive quotes from 10 dealers. The customer might not be expecting the sales call she gets after step one, from a local dealer. — Preceding unsigned comment added by 142.112.231.88 (talk) 14:23, 1 October 2018 (UTC)