just picked up 4 tires for our run around car - discount tire was $1070 (without the certificates) and got the same tires for $830 at a local dealer. Price per tire was the same, mounting was slightly cheaper, one "free" $220 tire also saved $20 in taxes making up the difference.
The only other options that were cheaper than discount was two local tire shops, one was $950 and the other $1000...all places on the same tire
Did notice that in my area, the majority of dealers didn't have a price for tires online (said to contact them - I called I think two and almost hung up on both as they didn't seem too interested in selling anything). There were other dealers that had a price, but it was anywhere from ~10-15% higher than the lowest price I found. This could be a big part in anyone not finding this to be a "true deal" as the dealer with the best price wasn't in a big metroplex...could see where a larger dealer could definitely inflate the price some on their offerings. It did take about 5-10 mins the other night to find the lowest priced dealer in my area...so there's that, changing the dealer for pricing isn't a single click process.