My experience with Fidelity is that the prices they list on their website is a starting bid, of sorts.
I've attempted to buy two different contracts through them, and both times I placed an offer for full asking price on their website. I also called, but was never able to actually talk to an agent...always had to leave a message. Both times, I received a call a couple of weeks later, informing me that the price was now actually $XX per point, as others had offered more...but they were giving me the opportunity to place another "offer".
Maybe they've changed since then, but I'm done with them. Looking at their pricing compared to everyone else, I'm guessing they haven't changed.