I'm not sure what the SEL's MSRP for....but I can tell you what I paid for my recently purchased EDGE. About 2 months ago, I paid $31,400 for an AWD Ford Edge Limited with Vista Roof. The MSRP for mine was approximately $36,500 (plus/minus $100 -- I can't recall exactly).
Now I was able to use a $3000 promotion that was going on then. I'm not sure if that is still the case. But, I traveled all the way from NYC to DC to buy the car (after extensive phone negotiations). No other dealers would come near that price.
