Ford is slow to the market that's dominated by Jeep. From what I understand Jeep prices are coming down as there is too much inventory.
So, Ford would be smart to be a couple grand below current Wrangler offerings so they can win back old and get new fans.
The price averages most likely also include "fleet" sales, hence lowering price. The main thing is that over the last 30 years, passenger cars went up 22% and pickups 163% ... doesn't take a great mind to realize your getting scammed.