It's popular to demonize car salesmen but they have little to do with pricing deals. Only the sales manager, GM, or owner can approve a price and they're the ones who often won't budge to the level requested by the buyer.
Economics are economics and a dealer has hard enough time making money these days with dealer invoices now posted online for all to see and work with. All dealers have left is to make a few bucks on the dealer hold back (a secret margin many still don't know about). It's gotten to a point where dealers wouldn't survive just selling new cars. All the money is in used cars and service.
It kind of seems unfair for the majority of the public to expect to everyone to only pay what the dealer pays. No?