I think everyone here will have a different opinion on this, but honestly… dealers are businesses and they have to make money too.
I think if you’re in the double-digits of discount off MSRP, then you’re doing great. Will there be someone out there that has 20% or 30% off MSRP for whatever reason? Possibly. You may or may not be that person… but if you’re looking for a good discount, can afford the payments, and like the car enough and have enjoyed the experience at the dealership, why not pay 10 to 15% off of MSRP on a car? You’re still getting a reasonable discount, in my mind.