OK. "Apple offers a battery service for $79, plus $6.95 shipping, subject to local tax."
$99 vs. $85.95 doesn't change much.
And, just to make if completely fair, let's compare with the most expensive option - an OEM Samsung battery from Verizon is $40, still less than 1/2 the cost.
And before you argue this - sure, some people have the skill to tear apart their iPhone and replace it themselves. Perhaps even many people on