If you look on the window sticker you will find a section for OPTIONAL EQUIPMENT.
One of the sub-categories will be "Bed Utility Group". The first line items if "Deployable Bed Step (NAW Multi-Function Tailgate).
So basically, they charge you $445 for "4-Adjustable Cargo Tie-Down Hooks". I would guess the true value is about $80.
This pissed me off - like everyone else. I got past my anger an bought the Center Step a month ago.
I was a little tweaked again, when I realized that I would hove to drill an additional thru-hole to properly mount the step.
The good news is that the step is VERY well built and I love it.
Good luck,
George