DIK™ has started...
This is my acronym: Discount-In-Kind. If you haven't been offered a generous helping of free seed from a competitor, you're missing out. Of course, you can use that lever on your own dealer as well.
Seed companies are sitting on masses of 2103 production and acres seem to be down this year. The marginal cost of that inventory is way below the $400 list price, so you do the math.
This is a time honored end-around for marketing types to reduce prices without seeming to. You have to play the game, however. Ask around, swap with your friends.