Unless I miss my guess, a case could be made for either fraudulent business practices, false advertising, or price gouging, if it can be proven that these "fees" only get charged when these "sales" are ongoing. If it could be proven that the dealer does not charge these fees when selling these bikes normally, then they need to be put in jail and stop being permitted to fleece the public. If that kind of thing went on around where I lived, I would try to have them prosecuted.