CZ's can be had for less than MSRP. I don't own a 550 but do own many 452's, a couple of 527's and a few hand guns and they are all excellent guns and accurate as heck. They don't have the name recognition of the bigger brands but that is changing.
Not really in that price range, but I love my CZ750. I went in to 2A looking at one point and they had a Sig .308 and I really liked it. It ended up selling and Mark was going to try and get me one, but they were a long lead on getting another. He said he had the CZ coming in and we talked about it a bit. Short of the story, I'm glad I bought the CZ. Very happy with it and I was actually disappointed when I fired my last round knowing that I had to stop shooting due to no more ammo. Probably one of my favorite rifles to shoot. From 100 to 300 yards, I am able to touch the previous shot on target.
The "tacticool" designation is a Boyds creation and has very little to do with CZ except for the fact that Boyds is supplying CZ with more options.
I'm in the market for a CZ 550 and although there are other options out there I happen to like the CZ brand because their rifles are high quality and accurate out of the box. No shortcuts taken on these rifles, you get what you pay for with a well proven design.
CZs customer service in Kansas City is also first rate and that is one of the big reasons why I like them.