I can honestly say that I have never paid anywhere near MSRP for any bike I own, including three Project One bikes I have bought. I lived in a very competitive market, and anyone trying to charge MSRP either sold exotic, high-end frames (and were the only vendor in the area) or took you for a sucker (driving a Mercedes, wearing a Rolex, guess what, your price went up). That being said, I developed and fostered relationships with my LBS, to the point that even though I'm not local to them anymore, I still buy my bikes from them, when I visit, once or twice a year. Where I presently live, the LBS charges everyone MSRP, which would explain why no one rides a new, high-end bike (and if they do, they bought it in another city or online).
Trek Crockett, Madone, Superfly, SpeedConcept & Cobia