This high volume toyota dealer advertises a lot throughout the SF Bay Area. My experience with Mr. Brooks when i was looking at 4runners what pretty much this:
I'm shopping around looking for sr5 4x4.
Him: I have several
Me: I'm seeing prices around "x" on them, yours are higher. Is there any room on yours.
Him: Nope. We have high demand and won't discount over what you see.
Note: His advertised discount was a very modest discount. I ended up beating his offer by more than 2 thousand dollars.
This doesn't mean he's not a great guy and His dealer isn't the best thing since sliced bread. It just means that the deal i inquired on wasn't that attractive price wise.