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Hrmm... seems my Lariat I bought in March was way under what they are listing as an average or even dealer price. Between 4-6k under what they are showing. Not sure how much I would trust all the info on that site.
According to this site my truck was $189 over dealer cost. I cold not pick the color of my truck, it was not an option. The starting price was the same as mine.
After I subtracted rebates, their price was fairly close to what I actually paid. My price was about $80 less than their "great price", but still well above the dealer cost.