[Pahalial]

$6.50, not 30-40: http://us.blizzard.com/store/search.xml?q=authenticator - this omits the free apps for most smartphones.

As far as peer support, honestly, there's almost no peer support. There is a strong first-line of FAQs and automated systems (regularly ensuring secondary contact information is accurate, well-defined systems for lost authentication devices,etc) and well-trained second-tier tech support.

There are enough third-party auth providers now that would be well able to provide the entire support chain for the banks. In fact, Gemalto has built for this: http://www.gemalto.com/financial/ebanking/