I found it interesting that several dealers in the Chicago area seemed to have the same attitude. "We don't do price matching, nor can we come close. We'll sell the Prius for [x amount, pretty much sticker price]." So my attitude was "Ok. I'll spend my $18k-$20k elsewhere, not with you." And they didn't seem to care. Oh well! Their loss (literally).
That's actually how I got my deal that I mentioned slightly before your post. One of my favorite military benefits is being a USAA member, haha.