Didn't he make a big point when he bought and then sold the Ford GT that he'd paid list price and wouldn't take a discount on principle? That's not to say it's what actually happened but it would be silly to have said (on Top Gear as I recall) that he'd not taken advantage of his position and the free publicity he would clearly bring to any car brand he buys if it wasn't true.
Perhaps I'm just jealous - to be able to afford supercars at that price level, and to be able to pay full price for them too!
Cheers,
Ben