Before I bought my new truck last year, I played all the games. I decided early on that I wasn't going to go from dealer to dealer and deal with all the salesman. So I sent email to all the local dealerships' 'internet salesmen' with my make, model, and options requirements and asked for quotes. Some replied, some didn't. I then used my credit union's program to get quotes, then also got a quote from a buyer's broker that I had used in the past. And then I gave Costco a try. Bingo ! They were the cheapest. I had a conversation with the salesman when I went to pick up the truck and he said that he has to price 'very aggressively' when putting together quotes under the Costco program. And in case you are wondering, there is no cost to the buyer for buying a vehicle thru Costco.
I also get upset at these companies such as TrueCar. They advertise savings of xx dollars but that's nonsense. What's important is the PERCENTAGE off MSRP that you save.
Tim