I bought a new Juki 2010Q just a couple of months ago from our local quilt shop/sewing machine dealer for WAY less than what you were quoted. I had checked prices online too, but my dealer came very close to the online price, so I went with them for the purchase. However, if there had been a huge difference, I wouldn't have hesitated to buy online for this particular machine. It's my second Juki; the first one, at TL 98Q, will go to my daughter soon.
Anyway, it seems like the dealer you are talking to is sure charging a PREMIUM price, and I can tell you for sure that not all dealers charge that much. Even with pretty high local sales tax, mine was under $1000, out the door.