I bought my LA (Innova 22in) at MQX last year. They offered a deal on the lightening stitch, about 10% off if I added it to the machine. Which basically came out to the lightening stitch being free with the set up. I did have to pay for shipping though. My local dealer (in VA was closest) delivered all the LA's bought at the show. He said they had 4-5 different machines delivered. But I didnt pay extra for it.
You can also talk them into other things to sweeten the deal
I got the red snappers tossed in.
The owner of Innova was there, plus the dealer nearest to me, they also had to get a dealer in from the NW area. At all the long arm dealers at the show were the main company and the local dealers.