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Does the term "MSRP" mean anything to you? I betcha you buy a little bag of chips at the Circle K for 75 cents that costs them 30 cents, and you don't even bat an eye. You can buy the same bag of chips at Sam's Club for about 36 cents if you buy a case of 24.
I buy the MC fuel filter every time at O'Reilly's for $12.95. Maybe the dealer needs to change suppliers if they are paying more than $8 for it. They are marking it up almost 3 times and that is excessive to most retailers that I know. Most are excited with 100% markup.
The lube places charge $42 for the fuel filter change and make a lot of money doing it. $70 is just exorbitant. You just have to watch what you let them do. Some services are reasonable, some are not. They stick it to unknowing public and the fuel filter is one of those where they do.