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If you believe in competition then the logical consequence will be that the no haggle MSRP will be much more competitive than the current (well pre-COVID supply chain horror) MSRP with 5% padding built in because everyone likes to haggle and think that they are getting a good deal.

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I don't follow this logic. The article says Ford is going 100% online for these cars, meaning there will be no other reference price available. Ford can charge whatever they want, so long as some people are willing to pay it - and during COVID we've seen people more than willing to way overpay on cars.

There is no competition with Ford's direct sales website. None.

At least dealerships attempt to compete on price.

> There is no competition with Ford's direct sales website. None.

Do I have to buy an F150 Lightning? I do not.

That’s the missing link. They’re assuming that the person has to get the F150 - but they could buy something else, but nothing, wait for a cyber truck - many other options.

There is competition between car companies.

Also competition with keeping your existing car. People won't pay just anything.

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