If you study Bay, the closest thing to a pure market in this economy, the picture you get is that the dealers think this is a $32,000 car (Resrve Not Met....Reserve Not Met) but most of the public thinks it is a $28,000 car...at least right now. The perception gap + few sales. But sales of a car like this are also always cooler in Jan.-Feb. because half the country is not real keen on small RWD cars....frankly I don't car if it doesn't become the Next Coca-Cola. For me, the car (a) is worth more than the CarMax price and (b) says that perhaps I am not like all the purchasers of all the lookalike jellybean cars on the road. I think DCX should run ads using the Kinks song "I'm Not Like Everybody Else".....