Such a rip off those prices... and if you log into the site, you can read the "general questions" in the Forum as a non member, and you'll see that people are already complaining about the coaching.
Aside from the recipes on the French official site, I learned little - except when they changed their minds about some food stuffs from the book - from being coached on the French site.
The cost is based on how much it thinks you need to lose, and thus how long it will take you. Mine was £30 as it only thinks I need to weigh 69.3... It does NOT include the stabilisation phase, something I hadn't realised when I did it.