I just got my 2013 F150 XLT Max Tow Ecoboost 4x4 SuperCab a week ago that had a sticker of $43k. They let it go for $38k and then they gave me $5k in rebates for a final price of $33k... So, $10k off the sticker w/rebates.. I felt this was a good deal for me and it's sitting in my garage now.. :)
They claimed the $38k was $1k 'under' the "invoice" price, so whatever that means....
I'm happy with the deal and I'm sure someone else could have gotten a grand or two better deal, but I wanted the truck, so that's all that mattered to me! :)
Good luck with it and I hope you get what you want!
Mitch