I bought my last two Super Duties during a similar time. The 2011 was listed as $11,000 off MSRP so I worked with that and we went back and forth over the trade-in amount.
This last truck was listed as $12,000 off MSRP. I drove 3 hours to get it because it was the closest one that was like I wanted. I paid them exactly the $12,000 off MSRP.
I was happy and obviously, so were they. If they made a dollar or $10,000, who cares because this buyer was happy.