I think that's bullshit, but then again these things are selling before the dealers can even get them off the trucks.
Here, there are three STi's and two WRX's that were traded in already, and the BRZ's havn't even been delivered to the dealership yet.
Market value = supply and demand. I'd walk away if they added that to a sticker, though. With a sticker price like that, I'd be all over another make/model a la 370z.