Why Do You Over Inflate A Dealers "Market Value" compared to Private Seller?

A dealer will have a much more inflated "Market Value" than a private seller at
the same price every time.  My car and a dealers car are very similar in every
way (color, features, mileage, etc although my car is a Touring model and the
dealers is a base model) and priced at the same price point.  You present the
dealer Price (same as mine) as a "Good Deal" and over $2000 below Market
Value while my price (same as dealers) is a "Fair Deal" and $81 over Market
Value.  To a novice buyer, they think there is something wrong with my Private
price since at first glance, the Dealer's price is a Good Deal according to you.  
This also does not take into account the almost $900 additional dealer fee that
the buyer will find out about later.