I think the fobs are $31.33 for just keyless entry, and $46.66 with push start.
The added expense is usually when someone loses one of the fobs for "normal" keys, and has only one left. So, they have to take the car to the dealership to have ALL sets reprogrammed. I always recommend people buy an extra key and remote, and have it stored safely in case something happens to one of the fobs and keys.
For Intelligent Access, it's different: I just re-read the owner's manual. If you have the Intelligent Access System, then it looks like you cannot program the remotes yourself

Ford is saying you need to take ALL your fobs into the dealer for reprogramming. So, that will probably mean at least $100/hour in labour costs. My experience has been dealers can charge up to at least an hour's worth of time for reprogramming. So, the $300 may not be that far off.
