"Pure Pricing" is supposed to be the dealer selling the vehicle at the price they advertise. The dealer listed on the window sticker addendum in the original post (Toyota of South Florida) shows 4 FR-Ss on their web site with prices ranging from $26,742 to $27,605. So I guess the $6990 mark up is an in-house special?
http://toyotaofsouthflorida.com/fr-s-inventory.aspx