Yes even with the online discount at my local dealer they are just under $64 which still seems expensive. Elring sells them for less but not a lot less.I've always cleaned the filter when servicing it, but this is not the standard dealership procedure.
If you remove the pump to do so, you're supposed to replace the o-rings on it, which are $90+ if you pay normal dealer pricing. So at a shop it becomes a stupidly expensive service to do properly, I can understand why they get sludge-y.