You were lucky to get one below MSRP. In my situation when I purchased my car last week, I went to the internet dealer and he was selling the cars as quick as they came in. At full MSRP. He had 1 coming in that someone had wanted but could not get financing. It was pkg #3 in driftwood. Not my first choice in color, but it actually looks much nicer than I thought - and he says it won't show dirt. I paid $25,439 - this included the 5 mat set. Another dealer was willing to give me $500 off MSRP if I went up to the option 6 package, which was over $27K. So, maybe the thing is they drop it down a bit if you are willing to get the higher package. BTW, I am in upstate NY. It does depend on where you are too - my friend in Florida has a friend who just bought a prius and she said it was thousands over MSRP. That seems like a lot, but I guess if the demand is up there, people will pay.