The prices of new are higher than they should be, but the rebates and discounts change the actual purchase. In 2005, I bought a 2006 Silverado Z71 2LT. It had fabric seats, no homelink option, no 6 disc CD player, but did have automatic AC and auto 4WD and a few other toys. That truck was purchased for $31k, which was a good price then. I think the MSRP was $37k.
An inflation calculator says that $31k in 2005 is equivalent to $41k today. I just purchased my Rebel for $48k and it had an MSRP of $60k. So, the $41k to $48k price difference is the difference in options alone. I have the Rebel, not the Big Horn, with leather, 12" display, lots of tech, homelink, back up camera, navigation, etc.
I think the manufacturers have gone crazy with MSRP and then discount them to what a realistic price could be. We've grown so accustomed to rebates that I don't think a manufacturer could put a $50k MSRP on my truck and offer only $500 in rebates.