I have ordered my last three vehicles. They were at "dealer cost" or less plus I was able get all the incentives currently offered.
As posted, many options are part of a package and some of these packages overlap with what is offered. You also need to price out what you want at different trim levels. Sometimes it makes sense to get a higher level trim that has your desired options, other times it works out to option a lower trim level.
In my case, I avoided the max tow option because it forced me to a 4.88 gear ratio yet I could get some of those pieces by ordering different packages. I did not want remote locks and ignition, so I also was able trim and option the truck out while avoiding this option.