In ATL I went to 6 different dealers, all would not budge from MSRP, the only deal I got was my dealer had a promo going where I got free Sirius tuner installed, so i figure that saved me around $450-$500. All these dealers have bloated doc fees ($400-$600) now, one dealer tried to add on almost $2000 in additional fees.
We're paying MSRP for ours. Our dealership usually has "guaranteed best" prices in the area (there are several Toyota dealerships around here), but the TCH, the Prius and the RAV4 are all pretty much priced at MSRP.
There are no hidden fees at our dealership either. And we also get a free warranty upgrade (42 months/42k miles), lifetime free oil changes, free rentals for all major services, free detailing with all major services & anniversary of date of purchase, free 1 year AAA membership, free cell phone... I'm probably leaving something off, but you get the idea.
You may pay a premium (MSRP+) if you want to own one of the first off the lot. If you shop around, however, lower than MSRP should be attainable. For exaple, as of 7/25, Toyota of Orlando's website listed one TCH for a promotional price of $24,694 . This is where I bought my TCH (for the same price, which included the dealer fee but not tax, tag, etc.). I was quoted about $1000 more (without negotiating) for other TCH's at the dealership -- still below MSRP.
I voted for MSRP. However "doc fees" were $399, but I got some free oil changes (6 I believe). So even though I paid MSRP I'd say it's really about $250 over MSRP when taking the doc fees and oil changes into account.
However, they were very pleasant when they said MSRP.
I officially got mine with $880 off and $2000 on my trade. I had about $2600 in value on my trade, so I paid around MSRP, maybe a little less, for a car that was in stock, on the lot, available to drive home that day. Car had all the equipment I wanted and in an awesome color, so I really can't complain. $299 doc fee is annoying though.