Well...you can get the same hotel on Priceline for about $35 plus tax and priceline service fee. They use 3 3* hotels in Cocoa Beach--Hilton, Doubletree, and Holiday Inn.
You might consider bigging Priceline and then cancelling your reservation when you get a successful lower bid. Just remember to allow about $7 for the handling charge when you figure your max bid.
We got Holiday Inn for $34. With tax and handling fee, it came to $44.31 for the night. If you really care where you stay, don't do Priceline. For us, the issue is clean, decent beds, and not a lot of money. Also, Priceline says that rooms are intended for 2 people, however, most hotels have "kids stay free" and you can call the hotel after your successful bid and request 2 double beds....