I'm not impressed with that price, and not surprised. Dealers often value demos much too highly. I would offer 23K, and walk at 23.5K. If you don't walk out of a traditional sales floor at least once, you've paid too much.
Fitzmall sells the same vehicle brand spanking new, with freight included, and no games, for only $400 more (typically about 1600 under MSRP for this model):