Eh, I was reticent to get into this because I didn't like the tone of the discussion, but I think there's some good points here and things we should try to properly define, so I'm going to jump in anyway.
The way I see it, Incentives are offered by the manufacturer by trim level. For example, there's $4.2k incentive on Bighorn $3.7k on Laramie, and only $1.2 on Rebel and up. That's cash back off MSRP. Rebates also come from the manufacturer and apply across all trim levels, for example Military, USAA, Conquest, etc.. Dealer discounts is a different beast entirely, and they vary based upon the specific VIN and individual vehicle. For example, I've seen dealers (legit) that advertise different dealer discounts for the identical truck: one will have a dealer discount of $6000, another will be $5000. Both same options, same color, same MSRP. Why is the discount different on one? That's something only the dealer knows. I imagine its because the one with the higher discount has been sitting on the lot longer and they are more motivated to sell it.
Either way, the point is that not everybody will qualify for the rebates: they are specific to the individual buyer. Everybody will qualify for incentives, but those are specific to the trim they are purchasing. The dealer discount is what we should all be focused on. That's how we really know we're getting a good deal or not. Also, dealer discounts are the opposite of incentives. RAM offers larger incentives on their lower trim models. Dealers will offer lower discounts on those lower trims. The higher trims have the most profit built into them, the lowest RAM incentives, but the biggest opportunity for dealer discounts.
I just want to make it clear when we're talking about "% off MSRP", it absolutely matters which trim you are discussing and whether or not you are including rebates that you got that other's might not qualify for (although, the rebates usually don't stack and aren't all that significant in the big picture).