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Nobody pays MSRP for pickups? There are billboards in dallas offering like $15k off MSRP on certain trucks. Don't know if its F-150's or not.Yet, you can afford a BMW / Merc / Audi with the prices of some of these fully loaded US models. On the pick-up truck argument, you are sitting at $55k for an F-150 Platinum 4WD with ZERO OPTIONS selected! This is what I am talking about. How the F do you justify these prices?