Thanks for all the replies. Let me respond to several points raised. First, I live in Vermont and shopping around is not quite so easily done. I am not so set on having a FEH over other vehicles that I am willing to drive 2-3 hours trying to locate a dealer who is selling the FEH close to the MSRP. With regard to MSRP, I understand that it is a suggested price and one that I would argue has a reasonable gross profit margin for the dealer built in. Currently the FEH, equipped as I would want it, has a MSRP of $29,735 and a dealer invoice less holdback of $26,773 (source:Consumer Reports) for a margin of 11% to the dealer. An extra $2000 moves the margin to 20%. Considering that a car would be ordered and the dealer doesn't have his capital tied up, I think the 11% margin is plenty. Plus the dealer carries the Ford name and I would suggest that the MSRP is a more serious number in the car world than branded products at the local Big Box. Finally, I was being somewhat loyal to Ford and to the dealership because my cars are serviced there and one of them was purchased there (under a previous owner). But I think I am owed some loyality also...and I am the customer and don't appreciate being gouged just because Ford only has 2 products in real demand currently - FEH and the Mustang.