How DARE they tRy to MAke MorE MoNey! I'm disGusTed!
Seriously though, it should be obvious what that is. Either pay it or don't... that's what capitalism and free will is all about. Unless someone is holding a gun to your head, demanding that you pay some amount of money, laugh and walk away.
Better yet - buy something used. That way, some other poor sucker lost all of that depreciation money. I'd much rather pay $20K for something used and another $20K for repairs/upgrades than $80K for something new which will then be worth $40K after the first trip.