Do most people consider car buying fun or stressful? originally appeared on Quora, the place to gain and share knowledge, empowering people to learn from others and better understand the world. You can follow Quora on Twitter, Facebook, and Google Plus.

Unfortunately, I would bet my money on most people considering the used-car-buying process stressful, and I have—literally. Our platform Shift, is on a mission to make this very change, converting car-buying from something dreaded and anxiety-producing to something that can be hassle-free, painless, and even pleasant.

It’s a shame that for the second-biggest purchase in a consumer’s life, they have to go through the ringer just to get a car. Not only do most people not find the purchase process to be fun, over half of the population reports feeling actively discriminated against in this. U.S. Auto retail is the largest consumer category on the planet, and yet we accept that it’s okay for a dealer to haggle and negotiate and take advantage of people with less understanding and information. As our research has found, this results in women reporting a deep discomfort with the car-buying process, an expectation of being discriminated against and a tendency to turn to a “car guy” — husband, uncle, brother, friend, etc. to do the negotiation on their behalf. This kind of disenfranchisement in our society is crazy, and unacceptable. The issue here is not just about a bad experience — this is fundamental social injustice, let’s just call it what it is.

At Shift, not only do we seek to make car-buying fun and fair, we believe it is critical that it be accessible to everyone because we believe that technology should level the playing field and empower everyone to participate in this enormous and critical marketplace both as a buyer and seller of vehicles. Which is why we’ll sell any car without regard to race, gender, age, national origin, or any other characteristic that could be used to negotiate and discriminate per the stereotypical experience. In order to get to “fun,” you first have to make sure it’s something that’s actually fair.

This question originally appeared on Quora. More questions on Quora:

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