TomTom was 50 bucks. Traffic updates were like 20 bucks.
I was an early adopter, so I paid $99 for the US and Canada version. Well worth it at the time, since standalone gps devices were $200-300 back then. I'm a frequent flyer: Having one less device to pack (or forget to pack) is important.
Oh yeah, and my wife has it on her phone too - so that really halves the price.