I enjoy a car haggle every now and then, but what makes it so fun is that its one of the few places you can haggle.
Try to haggle down the price of a bean burrito at taco bell and see how much fun that is. There are all kinds of bean burritos to choose from in mi barrio, but they aren't budging to make a deal.
The same people haggling for cars are paying over asking on house bids.
I've haggled at a guitar center, but then I can't do the same thing at a hot topic when I pick up my chain jeans.
It's a weird game, but more bragging than haggling. The sense of satisfaction at having bargained it down is a pretty good rationalization after you've purchased.