I'm not gonna speculate too much, but I would assume that dealers carrying "marquee" brands like Cervelo sign an agreement to sell current year bikes at MSRP or MAP pricing. Especially early in the spring riding season, I would assume that none of them are too motivated to sell for below that anyway. I know when I was in the retail industry(not bikes), some manufacturers had us agree to sell items for MSRP and no less or we would lose our ability to resell their items. However, many bike shops often throw in the first tuneup or will throw in a freebee with purchase of the bike.