My dealer has said built-to-order boxes cost "list" price. IE: I want box KR-*** in YYY color with ZZZ accessories. If you buy something he "has", negotiation is obvious.
"List" price is kind of odd. First of all, if you use Snap-On credit, there are incentives, such as "if you finance 5k, we'll take $750 off the total cost" sort of thing. Then, there's trade in, which can be as high as original list price for your current box. The dealer can throw in other incentives as well, such as 10% of box cost as truck credit, or tools/extras thrown in with the box. Sometimes accessories are also discounted, when bought at the same time as a box. Also, dealers can have incentives to move boxes, and can net a profit as a result of taking a loss on a box.
So yes, it is possible to pay list price, as seen on the website. I've seen it done, and if that's what they want, why not. I buy used or "basically new". My new KRL1033 was on my dealers truck for a few months. Had one tine scratch on a piece of chrome trim, and already was there to see and inspect. List was $12k or so. I paid less than half of that.
EDIT: Look for scratch and dent boxes; HUGE savings are possible, for a scratch that may not be visible.