It's really hard to put a price on a pre-owned truck no matter the brand. If you live in an area where trucks are in high demand they will cost more, and the reverse is the the opposite. Pre-owned Tacomas are quite high in my area of the southeast. I really boils down to the shape of the truck, number of owners, and repairs records of the truck. If you're buying for a Toyota dealer ask them to show you the maintenance records. if the truck had any serious repairs at any Toyota dealer it will be in their computer. If it's from a used car dealer ask for the CarFax. CarFax isn't the be all, end all as it's only as good as the dealers that report to them, but it can help. I use say if the truck has been well cared for, hasn't had any serious problems, and it's "the truck" for you, then jump on it. And, you're correct, any advertised price is just a starting point for the final price. Good luck, I hope it all works in your favor.