http://www.canonpricewatch.com/blog/faq-street-prices/
Why the secrecy?
As you may be aware, as of April 2014, Canon USA is now enforcing a strict Minimum Advertised Price on all lenses and bodies. This means authorized Canon dealers cannot (under any circumstances) advertise a price below this minimum advertised price. This doesn’t stop dealers from having deals and specials, it just prevents them from telling you about it.
Dealers can’t even use the old “Add to Cart” trick to tell you about their lower prices, thus the “Street Price” was created. It enables the Canon community to share knowledge of these deals (while allowing the dealer to remain MAP compliant).
We ask that you please do not identify the retailer in a public way (comment posts on our blog, forums, etc.) as it helps ensure we can continue to do these deals going forward.
I haven't made any purchases myself with street value, but it seems completely legitimate. I may consider it for future purchases. I wonder if I do get in contact with an authorized dealer I normally buy from, if I'd still get rewards points (I've been an Adorama shopper because of that). Guess it doesn't matter if the savings are greater then that. My only other concern is how long this service will last. Canon may decide to try to discourage their retailers from being able to participate. These deals may go away at any moment in the future, but why not take advantage when it lasts?