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Because it's not perceived as the B E S T. Everybody who's anybody wants and deserves only the best. Take my money! Give me that Tesla with the full self-driving option. It's not available yet? Doesn't matter. All that matters is I can brag about it. Why would I want a well-optioned 540i? It's too cheap. I want the 96-month car note. It's also the BEST because it has higher numbers.
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