I got mine (it was the demo) for $3000 out the door without a trade-in. The dealer also included some extra bobbins, the SID foot, and the double spool holder. I really love my 8900.
I went to the dealer an 1 1/2 hour away, because I liked them better. They also included free classes.
As far as not selling online, apparently there are some machines the dealers can't sell at a stated discount. I have seen machines where you have to call to get a price.