I just bought my Trail Edition last night from Momentum Toyota in Fairmont. I actually used the Truecar.com site to initiate the process. It's a very cool site that will show you the sticker, average purchase price, invoice, and actual dealer cost. You put in your zipcode, and it will put you in contact with your 3 nearest dealers that are in the Truecar network. I live down in San Luis Obispo, and unfortunately Toyota does not sell Trail Editions in southern California. I got around this by putting a Bay Area zipcode into Truecar.com, so they put me in touch with northern California dealers.
The "internet" price at Momentum is $300 under invoice, which is what I paid. However, like other people said, watch out for all the hidden fees. There is sometimes an "etch" fee for hundreds of dollars which is a waste if you ask me. There is also a $55 documentation fee, which is kind of lame if you ask me. Other than that, though, they were pretty straight forward. I drove up last night to pick up the 4runner, and it was all pretty smooth.