Dealerships at/below MSRP 12/24

Wow, buying a car these days has changed. What is up with the bait and switch pricing? Hidden fees in TT&L and basically advertising prices that are totally not legit?

Anyone have recent experience with either Toyota or Nissan where you dont end up spending $10k more than MSRP at the end because of forced (what used to be) optionals?

Or an ACTUAL deal? Lots of 2024 inventory still and it seems they are priced at a ridiculous premium.

Will take all advice.