I figured I would start a thread for those that are considering a 2010 purchase. I know this has been discussed inside other 2010 threads, so I apologize to the duplicate thread police. I have gone through the process of building a 2010 on the lr site. It seems they have not included all of the options in that build engine (ie contrast leather and a few others). So, what kind of discounts and incentives are you guys seeing for the hse and supercharged? I spoke with my dealer this morning and they said full MSRP, which I have never paid. It looks like I will travel to buy my new one.