"What you see is what you get — except when it's not."
Those prices you see might not be for the exact model the price tag is affixed to. "Dealers will put base pricing to get people interested," Jack says. "This boat may be listed at $42,000 base price, but it's really outfitted at $65,000. That's probably not an intentional bait and switch, but they're certainly saying this boat costs $65,000 but you can get it a whole lot cheaper if you knock off some options." Still, he affirms the days of true deceit are mostly long gone. "The people who are still in the game, they do it right. They sell a quality product. There's not a lot of hiding. … It's mostly in the way they price the product."