"Supposedly Flood prices it at $100 over the cost of the warranty"
There are two chances that is true.
That's not a viable business model.
That is some clever underground marketing though.
The dealers just sell the warranties. The Ford ESP's are all actual Ford-backed plans. So Ford says to the dealers "the warranty costs you $X - do what you want, but you owe us $X for every customer you sign."
Most dealers just try to roll the warranty into the vehicle payments to muddy the waters on pricing. So they take a $3k hit on the car, but charged $4k more for the warranty, and they still come out ahead.
Flood decided to just sell warranties for a profit of $100 to anyone that wants one. Basically make it up in volume with very low acquisition cost.
