I will offer that there is a bit of fairness here, in a normal dealer, they make decisions about what price to allow you to pay based on any number of factors, and since that price isn't advertised to anyone else but the person negotiating at the time, they may sell it for less than someone else would be willing to pay. By doing it this way, we all get to watch it drop, and the first person that chickens out, and presses the buy button, is the person that gets the car. It is fair in that we all could see the price on the website, and not some deal that the sales manager lets go through because he likes the look of the buyer.
The downside is that we can't see the car. The good news is that pictures seem to be generally decent compared to a few years ago when pictures were all over the map on quality.