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That's about the going rate. You can get Mobil 1 3309 at Canadian Tire, it's about the same price (and is the same fluid). I put in Royal Purple, which is $12/liter but I feel the extra cost is worth it.
My local dealer charges a little over $4.00 -- lest than $20.00 for the four required and the drain seal. Don't know why the cost should be twice as much.
It is the correct fluid for the transmission - that is what you should use.