All dealers do that... Shady ones... Which is most of them.
There's one "name" that owns a Nissan, Ford, Subaru etc. dealership here in Indy and they do that crap... "I don't want the anti-theft etching for $389..." "Well it's already on the car, so..."
Just keep insisting you don't want it and they'll take it off.
The other Nissan place, where I get my service done, doesn't really screw around like that, and I've bought 2 Z's from them as a result. No "etching" or nickel-and-dime BS add-ons and they post "internet" prices that are usually at or slightly below invoice. The finance guy asks if you want GAP or extended warranty or paint protectant *once* and you say no and that's that. No hard sell.
Dealerships really should get the idea that people who think they got a fair deal will come back. But most of them don't.