Difficult to bid for COE (to buy a car)

Here is a comment posted by a visitor to my blog:

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I am trying very hard to figure out how the COE bidding and registration process but not much info that I can find from LTA website. How come so complicated! I was wondering why the car dealer got to bid the COE for us when the world is so connected, are they earning from COE as well? They should just be selling the vehicles.

Mr Tan, you head CASE Singapore so that consumers will benefits. Thank you!