There is nothing odd at all about how they "play the game" to reap maximum profit for the dealership. We all know that this is the standard modus operandi for today's business model. Hence, coining of the derogatory term "stealership".
I know that I will get some flak for this, but if you take the emotion out of the situation and only view the negotiation process from a purely objective position, the salesman offered you exactly what you were willing to pay for the truck only 24 hours earlier. While I fully understand the feeling of being treated deceitfully by their sales tactics, I also know how their business model works well before stepping into their showroom. As such, I set my maximum price point in advance and assume that everyone associated with the dealership will try to leverage as much money away from me as possible. The art of successful negotiation is keeping focus on accomplishing the goal objectively without succumbing to the emotional turmoil that will derail you from the desired end point.
Obviously, no one wants to knowingly do business with a party that they perceive to be "dishonest". However, that dealership is just as honest (or dishonest) today as it was two weeks ago before you stepped onto their lot. You would have a completely different perception of them if they completed the sale without trying to tack on the $995 ceramic coating fee. I see this ploy as similar to the decades long practice of other useless add-ons (e.g., fabric protection, Polyglycoat, window etching, nitrogen fill), including extended maintenance warranties and inflated finance rates. If they meet my price point at the end of the negotiation process, I'll close the deal on my terms unless they do something so egregious that forces me to walk away. I suppose we each have our threshold on where that line is drawn.