Yep, that's the cheapest place currently to get it. Being on the other side, I will say that it's WAY worth it to do the purchased F-series 3.0 update instead of the hacked X-series update that's available on avic411.com.
I get iPod music playing in about 15 - 20 seconds and Bluetooth connected and NAV in about 5 seconds after that. Voice recognition has been great and extremely responsive. VR Catalog Update only takes about 2 minutes when I have it on for about 60 Gb worth of music on my iPod (you only need to enable it when you add or make changes).
If you're running an Avic F-series, you'll want the 3.0 update.
TRU