Just installed mine (from ColorHQ). Brian at ColorHQ is a pleasure to work with. One other aspect of their deal is that the shipping is free-significant on a printer of this size and weight! They do need a serial number from a 17 inch or wider printer (but they don't take the printer - the purpose of the "trade-in" is to get Epson users to try a Canon, often as an addition to existing printers).
I know about the serial number requirement that has been in place for a while in order to get the price break, but it looked like this promo may not require the "upgrade". That was the purpose of my original post, but perhaps you're right and a serial number is still required. It appeared to me that starting December 1 that the pricing was getting more aggressive. As I mentioned, Pictureline did not require a competing serial number a few weeks ago.
Anyway, I was just hoping that others may benefit from the promotion – if the net price really is cheaper.