Personally, I like that companies do things like this. Honda makes more money selling Accords and Civics than the do selling the Acura NSX, but they do it anyway. I'm not even sure Dodge makes money on the Vipers overall, or if they did, it probably took years to recoup the development costs given the low volume. We can gripe that it's a marketing stunt all we want, but so what. It shows they're still having some fun over there. These types of projects don't make money and often are a net cost, but they do convey an attitude about the company and that at least some of the people who work there love what they're doing. If the company was populated with no one but pure bean counters and production personnel, they'd probably skip this sort of project.