Just saw this article on TechCrunch about CarWoo. One of the main things in this whole TrueCar scenario (other than data) was TrueCar's goal of removing salespeople from the process.
I thought this part of the article was interesting.
"That’s the promise of CarWoo, a startup that looks to take the stressful negotiation tactics and pushy salespeople out of the equation, allowing consumers to buy their car online with a relatively small amount of hassle."
Here's the whole article... "CarWoo Raises $6 Million to Spare You the Car Dealership Blues"
Is this TrueCar Part 2?
[EDIT: CarWoo IS getting data on two ends. First, they're getting consumer data straight from the consumer. Then, as dealers bid, they're getting pricing data on what dealers are WILLING to sell the car for. It may not be from the DMS, but it's still data.]