F150 shopper

Hello all. I was at a local dealership last night and was getting close to closing the deal on a new F150 ecoboost XLT but I was a little put off by a few extra fees. I don't know what a "real" invoice looks like but the one they showed me looked legit as far as I could tell. But on the invoice it had $100 fuel charge (was told that's for them to fill the tank) and another $588 advertising fee. And then I was told they charge another $389 for document fees. This Doc fee was not on the invoice btw. I had them below invoice by about $190 and that included the fuel fee and Ad fee but not the doc fee so the "real" number to me was $200 over invoice. I wound up walking out the door for 3 reasons. 1) These extra fees totaling $1,077 2) They wouldn't tell me the interest rate if I went with the Ford credit loan until they entered all my personal info including SS #. ( I thought this was very strange just to tell me what the interest rate was) 3) They wouldn't even appraise my trade-in. They said because they couldn't even meet me half way on the rough number I told them I wanted for the truck. I've done a ton of research and know what my truck is selling for and gave them a target trade-in price that was $2k - $4k BELOW what the truck would sell for. So my question is..... Are ALL these fees legit and did I f-up by walking away? I'm kinda thinking about selling my truck my self and just do a clean deal but I don't know how long it would take to sell my truck and I really need that $$ to off set the cost of this F150. Any advise would be much appreciated.