It's a question of market price versus list price. All the major manufacturers incentivise their distributors (retailers) to hit quarterly and monthly volumes with significant cash payments.
If you are happy to believe list price is representative of price paid then that's OK by me.
However, there are a number of retailers selling at the 'market ' price and not the list price........and it can go the other way! Some Harley dealers, on popular bikes in demand, will only agree to a sale if the punter buys add ons to a given price.
I recently was offered 7.5% on a S1000XR.......crazy on the face of it, but if that order took the retailer to his quarterly or monthly incentive threshold then that justifies the action. I'm not saying the retailer will offer, you have to ask!