Fish in a barrel

Heard a Webuycars advert on the radio today in where they boasted about their fair price policy. I see them as having a 3 tier price structure. This is my experience on selling car/s to them: 1) They offer, say R208k, webpage non binding quote to hook the fish 2) Then R180k actual offer to see if they can get away with it 3) And finally a R190k final "fair" offer That is a R28k variance. Why the fooling around? Am I wrong?