I had a good experience when I walked in Broadway Mazda in Oakland, CA recently. I only went in to find out when the '06 Mazda3's were going to be available. The salesman took me to the internet/fleet sales manager and we chitchatted a bit about the '06's. He was a car enthusiast too and he leveled with me, saying that most everyone already knows about the invoice prices (the "secret" everyone knows), so he said whichever model I wanted, he'd do $500 *under* invoice. Now, I'm sure there's the usual fees on top of that, but it'd still end up around invoice price without having to twist an arm and a leg to get it. So now that I have an offer to work with, I'll probably check some other dealers and see what they can do in comparison. But all things being equal, I would of course give my business to that guy who gave me good customer service.