I've heard the same from friends who bought from Toyota dealers. They want to nickle and dime you with a lot of options, to point you are overspending by several thousand dollars for the car. I bought a new Nissan recently and the dealer was much more reasonable about selling the car as equipped off their lot.
Toyota doesn't do much in options. Each model has 3 or 4 levels of package components. CE has the least, LE next up, S is the sports package and Limited has the most. It's not the same as putting a picture of the buyer in the car during assembly, but this system works well for them. Now that I'm 50 I can afford the S package for my car and Limited for my wife's van. I wish I had gone with Toyota in my 20's with a CE type car. Even though I wear glasses, my hind sight is pretty good.