I'm still confused, I guess. Having never seen an "advertised" invoice- I can't say what that is, and I'll take your word for it. To be specific, on fordvehicles.com when your build a sel+ with a few options the invoice price listed is $500 less then the dealer said it is. I would think that the ford website and the ford dealer would have matching invoice prices. Seeing these two numbers not match, gives me a feeling like he's trying to pull one over on me...
(can anyone tell I haven't dealt with a whole lot of dealers before?!?)