MSRP doesn't much matter these days - cash on the hood, low financing and crazy-long terms keep people in low monthly payments, even if it's not realistic for their income. I was on the Dodge website the other day and they offer 96-month financing rates! I can't imagine paying 5% interest for 8 years on a Caliber, but there it is. Lots of folks also choose leases, which is kind of like renting, because you never actually own anything.
Spending within your means isn't complicated but it's also not very fun. That, coupled with banks throwing borrowed money at people with next to no interest, causes lots of people to buy new, expensive vehicles. The new car industry would take a nosedive if everyone bought within their means, used cars would boom, so it's hard to know how that would all play out.