They wont need to make up the loss on another person, they already do that. When you get people paying sticker plus dealer kick backs plus selling options for 300% or more over their cost they are making plenty.
The first truck i bought from my dealer, i bought through a friend that was the fleet manager at the time. He showed me the real price they payed for options such as bed liners, teflon ect... as well as the kickbacks they get. I was amazed at the mark-up on some of this stuff.