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Not sure about the price since my wife bought it for me as an anniversary gift, but she ordered it from the dealer. Current MSRP on Ford's website is $63.47.
I bought mine wholesale for just under $50.00. My brother has a body shop and had bought one in error and I bought it so he would not have to return it.
I had the 3M Scotchcal put on my entire front bumper and a bugshield strip.... I have the Lariat with the painted bumper and have learned that the bumpers don't stay looking nice after a few years of driving. I have loved this product. I had this installed for about $300 - a little pricey but it is virtually invisible and my front bumper will never have rock chips in it. If you just went with the bugshield strip instead of the whole bumper it would probably run ya about $100-150.
A lot of people like the looks of bugshields so if you are one of them then the low profile does look nice. I personally like the clean look of no bugshield and the 3M Scotchcal is a nice alternative.