It may be that their pricing is not up to date. My local dealer quoted me some prices that were WAY more than what was listed on the Kia Parts site. I was told by others that prices have come down considerably on parts, but some dealers haven't updated prices on parts that were in their warehouse before the price drop. I'm also told that if you confront the dealer about this, they can work something out with Kia, so they can sell the part at the currently listed price. Otherwise, if the dealer paid more for the part than Kia lists it, the dealer isn't going to take that hit, themselves.

Thanks,
Kris