the 189 price tag is the high end of the cost spectrum and there are lower tier options you can purchase. Here's the current pricing break down. I don't think it's changed much recently.
COACH: includes Hair Style, Shimmering Makeup, Princess Sash: $49.95 + tax
CROWN: includes Hair Style, Shimmering Makeup, Nails, Princess Sash: $54.95 + tax
CASTLE: includes Hair Style, Shimmering Makeup, Nails, Princess Sash, Princess Costume and Shoes, Crown, Wand, and Imaging Package, which includes 1 - 6x8 and 4 - 4x6 photos in a beautifully themed photo holder: Price range is $189.95 - $249.95 + tax.