...eh, I don't know about that. I think it's pretty fair to ask for your address, he's not asking for your social security number. If you aren't serious enough to provide an address, I would doubt how serious you are.
They are obviously giving the flat 7% (as others had mentioned, it's a good - not the best deal), trying to move volume and clearly trying to build a database for future sales ops.
I'm not sure that providing an address equates to the seriousness of a buyer's intent to purchase. That said, I've never ordered a car before (only purchased from in stock), so maybe ordering is different enough for them to want to know my address to give me an OTD quote. Price-wise, I agree it's a good but not great deal. However, I can tack on an additional $1,000 of savings via USAA, and it becomes good enough for me. The lure of going this route is that I don't have to spend much time inside the dealership.
In any case, thanks for the feedback.