I've written before about the mind set of Builders.
The Grove is centrally located; it's near SC University, HP Pav. and more. Yes, you will have the negative issues of train and airport, plus the area seems to be compacted. What you are getting is a new home in the first time or move up buyer price range.
Did you have an agent accompany you on your visit or are you trying to negotiate with the Builder on your own? Their sales people are paid staff and it is their job to effect the best bottom line for the builder. The closing price reflected in the county records has a benchmark the builder to they can get appraisal, bank loans, good standing with their past home buyers, and to maintain the community price point in the future.
Negotiating with Builders is not the same as a home owner. And with inventory dropping off, they may not be as willing to make bigger concessions now.