ZSHO, the owners manual for the 2010 SHO specifically lists the back up camera as standard equipment... The website you listed just says it was an option on some models. I called the dealer I bought the car from and they suggested that I call back when service is open and ask to speak with the service manager. He didn't think it was a far fetched idea at all that the dealer might install the camera at no charge, "standard equipment is standard equipment" he said. Its obvious that this was a mistake on the assembly line, so with any luck I can get them to put it in for free! If not, ill just put it in myself and go to rock auto for parts.