When I bought my car, the dealer was trying to get me to buy a LoJack for $800. I kept refusing, but I did it in a polite way, and I was firm. After I refused to buy any extras, he looked at me apologetically and said something like "I hope you don't think I'm a bad guy." I shook my head and said no, and he seemed slightly relieved and slightly ashamed and almost approving, like I made the right choices. Like his soul was a little eaten up having to persuade people to do what wasn't in their best interest.