Last year I went to Kia of South Austin to buy an Optima at the price they had listed on their website. Test drive was fine, OK on the trade as offered...let's do it. That's when they added their non-negotiable KOSA package (wheel locks, tint.. ) for $2k on top of the web price. They were jerks about it and wouldn't budge so I left without buying and will not go back.
My favorite part was that they had "accidentally" blocked my trade-in in the parking lot with a car that had to be jump started to run, so I had to wait another 20 minutes to leave.