I have spoken with quite a few dealers over the past few months about this service. Some get it, but many are worried about giving out prices to internet shoppers, they wonder what will happen. Will the customer 'shop' the price? Uh maybe, probably, that's what 'shoppers' do. But if the price is reasonable, easy to get, and the dealer followed up quickly then he is going to get the sale. Not rocket science. The worst thing a dealer can do is make an internet shopper jump through hoops to get a simple price. Funny thing that when surveyed after the purchase, customers generally rank price as the 3rd most important criteria for making the decision to buy!
Some dealers already know this is the wave of the future (or more appropriately, the wave of the right 'now'). What if Circuit City took all their prices off their website? Would customers call or drive on down to the store to get the price on that 42' LCD TV? No they wouldn't, they'd just go to BestBuy.com and get a price. Does anyone think that's what car shoppers do now? If you said yes, you'd be correct.
It's just a matter of time before all car dealers open up and give the consumer what they are looking for.