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MSRP's are set by the manufacturer to protect their market share with end customers. It is not set for retailers to go higher. It is set so it can go lower by the retailer for sales (On Sale for a limited time etc.) If all retailers go high it usually reduces the market share for that company all else being equal.  Yes, these are not cans of beans or facial tissues we are talking about, but the principals are the same. GM does NOT like it when dealers sell over MSRP, but as long as demand is higher than supply it seems some can and will get away with it. If the GM dealers sold their high demand, high supply trucks at a premium, there would be a ton more F150's than there already are.