Yeah, but I am speaking compared to retail prices when you buy a Garmin/TomTom/etc. In that case, best buy or target or whoever is pocketing some figure close to 30% (or whatever the markup is - 30% is on par for electronics). So it really still is an apples to apples (no pun intended) comparison. However unlike those stores, the app store doesnt require shipping, packaging, much if any marketing, physical hardware to design/manufacture/warranty... and so on.
I will still stick to my prior assessment - Navigon is likely making a huge margin on this thing, which is thier right to do so. I think $100 is unreasonable and wont buy it. I doubt I am the only one. Wonder if they dropped the price in half if they would sell more than double the amount? My guess is yes.
And to the earlier comment - I see what your saying about all in one functionality, however for those few times you have to take the GPS with you... the iphone gps/gmaps does a perfectly fine job of getting you there. As for theft, well, outta site out of mind. I throw mine in the glove box - if they find it there the person had already broke into my car anyway

Just my opinion.