If u are looking to buying a '10 than the dealers should be cutting u a good deal. i bought last weekend a '10 f250 srw short bed crew cab king ranch with the 6.4. They came down 15k off of msrp (msrp was 57k ended up giving before trade 42k) and gave me 1500 more then kbb excellent trade in value(my trade was not excellent) I didnt have the x plan either.They came down 12k on the phone before i went down there. I talked them down 2k more while i was there. And once i left the lot they came down another thousand to put me where i want to be. So if u take ur time u can get them to come down to where u want to be.