I was talking to a guy that had a year old pickup and the dealer he bought it from talked him into trading it in on a new one. The new one was an upgrade in model plus a ton of options he didn't have before.
He loved the new truck but when he got home from the razzle dazzle of the dealership with all those shiny bits, he read over the paperwork and found out he paid twice what he thought he was to upgrade.
He was quite bitter.
My guess is, because he knew he'd been outsmarted. Sometimes people get more upset by that than if they had been outright cheated or robbed.
