It won't take a lot to sell 35K. If they were trying to sell 100K it might be a problem.
Here is a summary of the differences between the Edge and MKX. It's not just a rebadge.
Cooled front seats (3 settings, can't link to climate control like the LS)
3 settings on the heated front seats vs. 2
Power tailgate
Headlamps that look around corners
10 way front power seats vs. 6 way
Auto dimming driver's outside mirror
Nicer interior - wood trim, better leather, better carpets, better plastic, satin nickel trim, etc., etc.
Extra sound absorbing material.
White LED lit gages
One touch up & down on front windows (Edge has only auto down on driver's window)
Global window open
Home Link
Heated rear seats
THX-II audio system, 14 speakers, 600 peak watts (edge has 9 speakers, 190 peak watts)
4 year / 50,000 mile warranty (Edge is 3 yr / 36,000 miles)
6 yr / 70,000 mile power train warranty (Edge is 5 yr / 50,000 miles).
Complementary maintenance for the 1st year