We know this has been in the pipeline for months. It's quite a reasonable price to pay, and as ZFT says it's insignificant compared to our ridiculous APD, supposedly for 'environmental' reasons. At least some, if not all, of the ESTA charge will go on promoting tourism. It's worth noting that if you enter the states by land you have to pay a $6 administration fee, but don't have to complete an ESTA.