Yes, MSRP will be the "starting point".
They get away with it - because people pay it!
Just the other month, a dealer near me started trying to BS me into believing that Camaro is going to be limited production. and he'll only get a few. This was like; last year he said this - nobody knew anything, yet!!!
He was trying to get me to believe they'll be worth more than they were (hence the markup!!) (sigh)
As for real prices, check out the pricing thread: good stuff!