It's only $2.50 and free shipping when ordered via Amazon.

I bought 2 of them and it works great on my iPhone 4S. I keep one in my glove box and one in my camera bag.

edit1: I finally found it on the site advertised in the promo video, and it's $26 from there. Holy Mark-Up Batman!

edit2: This is one of those Amazon items that ships from overseas. Free delivery takes 3 to 5 weeks.