I paid over $900 including installation for my f90bt 6 months ago. I'm sure Pioneer paid less than $50 to have the unit made in china. Come on, they got a new firmware and the only way to get it is to order it for $80. The reason why they bundle the firmware with the maps was to FORCE people to fork over more money. I hope someone will find a crack to this soon enough and we will get the free firmware that we should be getting in the first place.
It's not a simple firmware update. If it were, then it would be free.
They are actually updating the navigation software (not just the maps) to improve performance. The software update costs them money, which they charge to us.