Yes, that's way too much! I'm in Japan and have bought some of these, anyone who wants to pay that much can e-mail me and I'll go to the toy store and buy you one.
Found the official page:
http://www.takaratomy.co.jp/products/qsteer/
Keep checking EBay, I know I’ve seen some selling for $15.00 plus shipping in my regular DigiQ search. These are definitely worth buying if you like micro RC cars!