The Roush is what I spoke with them about; I was told that the price online was the price, but tax/etc. would be added. I asked specifically about whether 'other options' included the Roush kit. I was told that was part of the advertised price.
Granted, I didn't get very far with them since the next day my local dealer agreed to my offer (and took my trade). So it's entirely possible that if I had pursued it further things might have changed.
But, since I got my Roush here for $73k, and that was literally the only one I could find within a few hundred miles, I thought it entirely possible that a dealer with 12 of them would be willing to go lower.