I think Hendrick has a corporate policy to charge msrp, but they seem to add on extras to boost the price and profits. I bought my RTL at Leith Honda in Raleigh for msrp and no extras about a month ago.
I test drove my first Ridgeline at a Hendricks dealership in Nashville. Wasn't really ready to buy but got numbers just to see and yeah, they were packing all that garbage on even in 2020. I told the salesman flat out that I refused to do business with dealers that forced products on buyers.