There's almost always negotiation tactics as many of the buyers are trading something in. The movement on the trade often exceeds the available movement on the new vehicle.The dealership model is changing rapidly. Many dealers have switched to one price, no negotiation tactics. Manufacturers are moving into direct to consumer sales models, using the dealer network just for delivery and final paperwork. This isn't for increased profits, but what their market research says is the best for consumer satisfaction.
Theory is consumers are tired (rightfully) of the old model of haggling for hours over what is effectively pennies. People want an upscale experience instead of going to a flea market.
I do agree, I find the games incredibly annoying. Just give me your best price (it can be MSRP if you think you can get it) and I'll let you know if it works for me. Don't come back after I told you that I went with something else at a much lower price. That gets you booted from the list that even gets talked to the next time I buy a vehicle.