This kind of highlights a flaw in the dealership model, however. Ford took the reservation money and made a promise that they're unable to fulfill to the reservation holder.
:-)
If the dealership tells me "It's $30,000 markup or we're taking your built-to-order vehicle and selling it to someone else" then I should be able to take that reservation and move my order to a different dealer.
Or maybe they could require the dealer to sign a contract on the final out the door price in order to submit an order.
Buy a car for 45k? Sure, dealer can deliver it at any markup you want. But, we will also drop it off at your house for exactly 45k. So not much room..