The definition of "Pure Price" is very succinctly stated on Scion's web site:
http://www.scion.com/buy/pure_price/
YOUR SCION
NO HAGGLE. NO HASSLE.
PURE PRICE - A DEFINITION
Pure Price means that the dealer price you see posted - in an ad, on the dealer's website, or on a menu display board in the dealership - is the price you will pay. This includes vehicles, accessories, and even finance and insurance products.
Notice the very first thing it says: "NO HAGGLE". There is nothing in there which states that pure price is the lowest price, even though that's exactly what is more commonly expected for no apparent reason.