You might be able to negotiate on the price (depends on your dealer). I paid $49.99 +tax for the bed mat for my SCrew.
My salesman did a pretty good job on my accessories prices because I bought the truck from them.

John

 

i got one its awesome and beats a bedliner! www.fordaccessories.com has them

 

Called my dealer to see if they had this mat in stock, parts guy didn't know what mat I was talking about. I said well do you stock any mats, he said no. I said well don't you stock bed liners or anything for the 2004 F150? He said they don't stock any accessories for the 2004 F150. I went huh??? Didn't you guys tell me you were the largest Ford dealer in 5 states? Called back and talked to sales dept, they were clearly annoyed with his reponse.

Called dealer #2, not in stock.

Called dealer #3, not in stock, they said nobody in town has these, they are special order only. Are they that hard up to sell a bed matt, why give me some stupid made up story.

Called dealer #4 and they had one in stock!!! I beat feet over there and put my mitts on it. She's still rolled up as I need to power wash the bed out tomorrow before installing.

Pretty nice matt, round nobbies on the bottom to keep it up off the bed and let the water drain and dry. I bet its .400 thick, feels like good quality material.

Thankfully this puts an end to the whole saga of trying to decide which to buy, a drop in liner verses a spray on verses bedrug. This is my first truck so I had a tough time understanding this stuff.

Drop In - Hmmm supposed to protect the bed yet it grinds the paint off and rusts the bed out.

Spray On - Hmmm, grind off the factory finish and hope this stuff sticks? I have worked with some urethanes, I'm not confident in them lasting long term. I'd feel better knowing the factory finish was still underneath protecting.

Bedrug - I was sold on this until they sent me a sample of the material. The sample was more like a styrofoam not a foam rubber and slippery, very lightweight. I could see it getting airborn out on the freeway easy without the velcro. It feels rough like a brillo pad where they milled it. Then today I saw a sample in a LineX shop, their sample was soft cushy foam rubber type stuff so I guess Bedrug switched materials, the sample I have looks like cheaper stuff.

So for what I'm going to be hauling, hardwoods and hardwood plywood and boxes home from the mall I felt a mat would do just fine.