“The link you posted shows the starting point for that F-150 as over $30,000 for a bare-bones truck. “
I rechecked the link. The starting point is LESS than $22,000!
It is NOT a barebones truck. It is an XL. Six cylinder, six-speed auto, power windows, power steering, CD and towing package.
That's their end-point, after all the discounts/incentives. Yes, it may go lower with either of the three listed additional discounts, depending on their terms and your ability to meet them. However, the starting point is still over $30,000.
MSRP is $27,110 for a base-model F-150, right on Ford's site, in my link in post 78. Again, that's the suggested price, but that's where they start before incentives and discounts. Still way too high.
Heck, I just configured one at Ford's site in the same fashion as they have at your linked dealer, and MSRP with towing, power windows/locks (Equipment group 100A), CD player (Equipment Group 100A), and V-6/Auto, lists out around $29,710 (including shipping and the option price on Equipment Group 100A). Heck your dealer's starting point of over $30,000 is higher than anything I can find on Ford's site for the same truck shown.
Yes, they get it all the way down to $22,000 with incentives and discounts, but that's where the damn thing should be priced to begin with.