To me those people brand themselves in a way that brings up all the associations we have with the sleazy used car salesman. I think they do it because it fills their egos to appear in commercials and maybe because it's cheaper than hiring someone. Those commercials don't get me to want to visit their dealerships, but maybe the type of people they ultimately market to like the commercials.
Their target market may think the commercials are the greatest things in the world.
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