I see this is in Concord, CA so not surprised. I'm in the Sacramento region and the dealers here do the same thing. My local dealer, where I bought my ordered Tremor from and got it for under invoice (invoice, not MSRP), does that on all but the most basic vehicles on their lot. I've asked them before and they've told me - why not. Some people will pay it and if they don't do it then it's like leaving $s on the table.
I told them I can see that logic but as an informed shopper I find it a huge turn-off and view them as greedy. The sales guy told me that most shoppers are not informed and will simply pay it. Now this discussion was before services like Costco and Truecar and even KBB were prevalent and even with a small amount of effort you can find the invoice or "true market value" of a car. But some people are just terrible with car purchases and abhor confrontation so they'll pay it. Ugh.
Good insight - although those people are pretty rare. Dealers often use the ABF (addt’l b_tt f_uck) just to start high, add perceived value and the Super Duty’s are a hot commodity with relatively low inventory. They can always come down. Classic old school BS - but it works sometimes.