Different brands price differently. There are some that sell essentially at msrp as their marketing strategy. There are others that jack up the msrp and then offer big discount/incentives to give the consumer the perception of a good deal.
What is the difference between a $35k car sold for $35k and a $35k marked up to a $40k msrp and sold with a $5k “discount”? Nothing, yet the lh score between those two would be significantly different.
Now, imagine the $35k car marked up to a $40k msrp is sold for $38k. If you compared the lh score on it to a $35k car at msrp, you’d mistakingly think it was the better deal.