The "Set-up Fee" tacked onto the MSRP on the tag price by the dealer is one of two things. If you are gullible enough to just pay it, it is pure profit for the dealer. Nothing unfair about that. If you will hand over your money to him, why shouldn't he take it?
The other thing it is for the dealer is bargaining leverage. If you say you really want the bike but don't want to pay the "setup charge", he can agree to knock it off as part of a trade-in or something like that. It's just a lever to make the deal sweeter for the dealer. The saying is "It's not the deal you get, it's the deal you THINK you get".
You need to shop around, compare, and work the dealers against each other. You have what they want, money. You need to remember that, and make them earn it. They have plenty of room to move on the price. The "setup fee" just gives them more room to move.
