When I walked into a local car dealership in Columbia, Mo. earlier this year, I knew which car I wanted and I had a plan to get it at a great price. Within thirty seconds of walking onto the showroom floor, a sales rep named Chad asked me to step into his cubicle with promises of "any soft drink flavor you can imagine" from the dealership's extravagant new vending machine. "Just water, Chad," I replied. I was here for business.