I recently paid $9750 for a 2011 Optima, with cover, cover lifter, start up kit (+ extra Nature2 chems), upgraded steps (that match the cabinet - not the plastic ones), and of course delivery & setup. It was a floor model, but had only been on the floor for 2 weeks. The dealer would have included the ozone, but recommended against it as it has a shorter life than the tub and requires constant releasing of gas to protect cover. I don't know if that's because they highly recommended the Nature2 system? Also, the dealer said the stereo system was a waste of money and recommended against it.
On a side note? LOVE the tub! The foot jets are awesome and the water-to-air ratio in the jets, as well as the customization options and hydrotherapy bubbles, make the experience. You'll be happy!!