It only costs $79.95. Ron Bailey explains here. The ability to put your eco-cred on public display is one reason hybrids are so popular:
Hybrid owners feed good about helping the environment, and unlike some anonymous act of enviro-consciousness, the hybrid owner’s green credentials are always in pubic view. In fact, there will probably always be a market for hybrids that look like hybrids. Marketing consultant Art Spinella notes that hybrid buyers in focus groups fixate on the Prius “because of its unique design and will candidly admit that they expect to receive some acclaim from friends, relatives, co-workers for their concern about the environment and/or fuel efficiency.”
Article here.