GEN4 map update

After contacting Suzuki Customer Services about map updates they finally got back to me and said there is one available (part no 39921-54PA6-000) that will be £356.32 + VAT.
That's a lot of money for an SD Card with only map data on it.

Quick edit satnavishop.co.uk do the 39921-54PA5 SD Card for £35  (the card in my jimny is 39921-54PA4)

now I am confused it appears that you can get two types of card on the same part number.
one has a label which says Map Data the second has a label which says Suzuki SLDA upgrade kit.
any idea what the upgrade kit is and do you need both?
 

Crazy price! But who'd want it anyway? Google Maps, TomTom Amigo and Waze are all way better and free

Unless you're a mobile phone refusenik, why would you use the inbuilt nav? It's awful compared to Google maps, Waze or Apple maps.

Even if you don't currently have a smartphone, for the money Suzuki are asking for a map update you could buy a really good Android handset, connect it via USB for Android Auto and have the most current maps for life plus real-time traffic rerouting and still save yourself £50+.

Dealer satnav updates for most vehicles are daylight robbery
The dealer accounts dept must be hawing with laughter every time someone pays for one.

I don't get how they can charge money like that. The last Garmin satnav I bought at least 10 years ago came with free lifetime map updates. So why can't in built systems be registered to the owner and get the same benefits (on Garmin based systems at least)