I think Toyota is offering a Manufacturer-to-Dealer incentive as opposed to a rebate or bonus cash. This type of incentive is never advertised but can be yours for the taking if you let them know that you're aware of it.
They'll use that incentive to make a deal if it's available. Check out the
incentives & rebates section on
edmunds. Edmund's calls this type of incentive
"marketing support," but when I used to work in the car biz (briefly), we called it
"trunk money."
Hope this helps.