Plenty of people can't / won't haggle - the benefit of companies like DriveTheDeal is that you can get a decent discount without haggling. Maybe not as good a deal as haggling, but still a good deal.I think a lot of people underestimate the price of new ICE cars.
Last year my wife bought a fairly standard mid range Seat Arona. She bought it through the motability scheme so we didn't pay much attention to the list price. Turns out it's £24K - about the same price as the similarly specced MG ZSEV.
As for haggling - that's not something I can do, The thought of trying turns my stomach in knots. And I can no more "man up" than I can grow an extra limb. So I end up subsidising those of you for whom haggling comes easy!