OK. To actually answer your question. Yes, many bike shops will discount the price of the bike off of MSRP. If it is already discounted, they may or may not go further. There are not huge margines, so 10% is a very good deal.

You can almost always get water bottle cages (not the carbon ones shown above) and bottles thrown in. You almost always get free maintenance for some period of time. I have seen anywhere from 3 months to 2 years. 1 yr is common.

You usually get a discount off of any accessories at the time of purchase. Sometimes this will extend for a set period of time. Also at the time of purchase, upgrades are usually done by giving you trade in value on the parts you swap. This one varies quite a bit.