MSRP is MSRP, nothing I can do about that.
What I DO NOT condone nor will support is any dealer adding markup or "market adjustment" because some of you idiots will gladly pay it.
*Obligatory first post alert*
Just bought a TRD Off Road for ~1000 below MSRP + Doc Fee cost + All weather mats.
There was another dealer that was offering about $3k below MSRP on the route that I took to buy mine.