Before you start calling BS on someone, I'd highly recommend knowing your facts before posting. Comparing apples to apples, Joel at Two Rivers is cheaper then Flood (some as little as $15). I have priced out several in the past with Joel and flood to make sure of ithe (5 different contracts/terms).
Flood does not include 1st day rental where Joel does so there is a price gap there. The ford ESP contract INCLUDES 1st day rental standard. Flood Ford removes that option (contract has a "1st day delete" option to remove it as a standard option). So if you are not paying attention, you will not pick up on it.
And even if they were the same price (which they are not), why not give your business to someone who is a stand up guy? On more then one occasion, Joel had misquoted on accident and honored that price which he took a loss on. One was me, he quoted a gas motor instead of diesel and loss $300 on the deal. For another, he quoted a 5yr instead of 6yr and took a loss on that (different member) because he honored the 5yr quote for the 6yr term.
Find someone else that would do that.